Canada's Rogers Communications Gets Radical Overhaul

12:36 PM PST 05/23/2014 by Etan Vlessing

The wireless and cable giant is restructuring under newly installed CEO Guy Laurence to improve customer service and company earnings.

TORONTO -- The new head of Rogers Communications, Canada's largest wireless and cable giant, on Friday unveiled a wide-ranging management overhaul to improve customer service and corporate earnings.

"We've neglected our customers, and we've let our legacy of growth and innovation slip. The plan I've laid out will significantly improve the experience for our customers and re-establish our growth by better leveraging our assets," Guy Laurence, who became president and CEO of Rogers Communications in December 2013, said Friday in a statement. He is the former CEO of Vodafone U.K.

The multiyear "Rogers 3.0" plan will see communications president Rob Bruce step down and manage the consumer business unit before leaving at the end of the year.

On the marketing side, executive vice president John Boynton and senior vice president Shelagh Stoneham have left the company.

Former BlackBerry marketing topper Frank Boulben has come on board as interim chief strategy officer and head of strategy, wholesale and development.

Boulben replaces Melinda M. Rogers, daughter of the late company founder Ted Rogers, who is stepping away from her post as senior vp strategy and developments while remaining on the board of directors.

Other new appointments include Dale Hooper becoming Rogers' chief brand officer, Larry Baldachin being named interim president of the enterprise business unit and Mike Adams tapped as interim chief customer officer.

Laurence retooling the Canadian media giant comes as Rogers Communications faces the likely prospect of cable unbundling and continued weakness in its core wireless phone business.

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