Updated: This was expected last week after Ted Leonsis announced his intention to step back from AOL: the portal will reorganize its business divisions to simplify its structure as it focuses on boosting Internet advertising sales globally, according to an internal memo, seen by Reuters (We have the full memo here).
Four senior executives who reported to Vice Chairman Ted Leonsis will now report directly to AOL CEO John Miller. They include executive VP of video, marketing and portal Kevin Conroy, executive VP of programming Jim Bankoff and AOL media networks president Mike Kelly. Joe Redling, who ran the company’s Internet access business, will now be charged with expanding AOL’s international business.
Staci adds: We’ve obtained and posted Miller’s memo, which goes into great detail about how the altered report structure complements AOL’s strategic shifts. Among the highlights:
— In addition to international, Redling’s portfolio will include “what we do in the area of mobile technologies, and the way we manage our relationships with consumers who use our services, both paid and free.”
— A new international structure is on the way. As Miller notes: “This is not a reprise of what we used to call AOL International; this is an effort in which AOL will expand its worldwide presence, generating advertising revenue with both English- and local-language portals and other sites.” Soon, the company will announce heads to oversee its efforts in North and South America, as well as India and other Asian markets.
— Bankoff adds Voice to his portfolio of AOL programming and AIM; he also will be responsible for developing a new publishing and content-management system.
— Philip Rowley will focus on new businesses in Europe and other ways by which AOL can expand its presence internationally, while Karen Thomson initially will concentrate on France, Germany, and the UK.
— Randy Boe to move into a new role overseeing a unit dedicated to aspects of how AOL interacts with and protects consumers. He will soon announce our first Chief Privacy Officer, who will report to him. Randy himself will report to Ted.