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Yahoo Decides Not To Replace Sales Chief Bradford

Six months after sales chief Joanne Bradford left for Demand Media, Yahoo (NSDQ: YHOO) is finally filling the void left by her departure — sort of. Instead of replacing Bradford, as Yahoo had said it was trying to do, four senior ad executives will now report directly to Yahoo Americas head Hilary Schneider. Schneider had been overseeing sales temporarily in the wake of Bradford’s departure.

In a statement, Yahoo says the “organizational change will elevate the strong executive talent at Yahoo and accelerate our momentum in the marketplace.” Schneider tells Kara Swisher that “it turned out the Prince Charmings we always needed were back at the ranch.”

Yahoo reached a similar conclusion back in January, when it decided to call off a search for an international chief and adjust the structure of its existing international executive team instead. CEO Carol Bartz said then that the company had been unable to find “anyone who was up to our needs.” With the sales job, Yahoo had been interviewing internal and external candidates and had reportedly offered the position to at least one of them — former Associated Content CEO Patrick Keane — who turned it down, according to Swisher. As the search progressed, however, Schneider determined that an additional level of management wouldn’t improve the company’s ability to serve advertisers.

Each of the executives who will now report to Schneider are gaining additional responsibilities. Mitch Spolan, who was appointed VP of North American field sales a year ago, will also handle agencies and Fortune 500 advertisers; Seth Dellaire will be in charge of channel sales, along with “emerging” ad opportunities, like video and local; and Frank Weishaupt, who had overseen the company’s ad marketplaces, will now also lead sales development and training. Jim Stothard, the head of account management, is also reporting to Schneider temporarily although Yahoo is searching for his replacement.

One Response to “Yahoo Decides Not To Replace Sales Chief Bradford”

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