The overhaul is designed to align the marketing team more closely with Royal Mail's sales force and develop the sort of products and services that customers want, as the market opens up to greater competition.
Royal Mail is reducing the number of marketing roles by between 40% and 50% as part of a round of voluntary redundancies announced last month by group chief executive Adam Crozier.
The plan is to reduce its workforce by 3000 in areas such as non-operational management, of which marketing is a part. There are 360 marketing roles in Royal Mail, but the company is aiming to manage all redundancies on a voluntary basis.
The cuts are in addition to job losses in 2002, which resulted in the departure of more than 100 marketers.
The streamlined team will be responsible for all Royal Mail-branded products and services, such as special stamps, international services and logistics.
Marketing for these areas had been handled by separate business units, and was the responsibility of seven marketers
The review has created five areas, each headed by a director reporting directly to Rich: a director of products, covering product cost and quality; a director of sector marketing, which covers marketing strategy; a director of brand marketing, including communications; a director of commercial policy management, looking at overall pricing strategy; and a director of value-added solutions, who will look at development opportunities.
Rich said: "It brings all Royal Mail-branded products and services under one marketing roof. This will give a far more cohesive, integrated and customer-focused approach."
Appointments will be made later this month, with the full structure in place by April.
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