Shaw Media has announced a series of organizational changes as the company attempts to “reshape” its business in what it describes as an “evolving media landscape.”
The company, which operates the Global Television network and a suite of specialty channels including HGTV Canada, Food Network Canada and Showcase, said the changes are designed around strengthening its two core pillars: content and revenue.
In a release, Barb Williams, executive vice-president of Shaw Communications and Shaw Media president, said the moves are intended to reflect the company’s evolution from a broadcaster to a media organization.
She said Shaw’s business is no longer built around creating long-form content designed for a 24-hour schedule, but has grown to encompass multiple platforms including both long and short-form video, branded content, instructional videos, behind-the-scenes content, web content and social media.
The goal, said Williams, is to “engage as many people as possible in as many ways as possible with our brands, and monetize these audiences in our rapidly changing industry.”
The changes include the creation of a new position, senior vice-president and chief revenue officer, which will consolidate all of Shaw’s revenue components, including broadcast, digital and distribution sales and branded content.
Shaw has also appointed Christine Shipton as SVP and creative creative officer, responsible for the company’s brand marketing, digital and content activities to ensure the “creation and promotion of content informed by strong brands that deeply resonate with consumers across platforms.”
Dervla Kelly, the company’s newly appointed vice-president of marketing and communications, said some senior sales and marketing positions have been eliminated as a result of the reorganization.
While Kelly did not confirm which specific positions have been eliminated, sources told Marketing the layoffs include senior vice-president of sales Errol Da-Ré and vice-president of marketing Amanda Ploughman.
Shaw reported first quarter revenues of $307 million, down 5.5% from the corresponding year-earlier period. The company attributed the decline to lower airtime sales attributable to “general market softness.”
Shaw also announced Greg Treffry has been appointed VP of business development and media digital strategy, responsible for Shaw’s future-focused activities including the assessment of new technologies, business opportunities and partnerships.
In her new role, Kelly assumes responsibility for trade and distribution marketing, social media, planning and all communications functions.
Shaw’s announcement accompanied similarly significant news from its rival Bell Media, which announced Thursday that president Kevin Crull has left the company.
