Telstra retools for content game

Telstra group executive and marketing boss Joe Pollard has unveiled a top-level shake-up.

Telstra group executive and marketing boss Joe Pollard has unveiled a top-level shake-up that has led to three executives leaving, and the recruitment of Nine Network’s Rebecca Haagsma.

The telco parted company with its director of digital media and content, Adam Good, the head of internet protocol television, Eric Kearley, and managing director of Telstra Television Ian Davis as part of a wider ­restructure.

The move came amid escalating competitive tensions in the mobile and broadband sectors as telcos get into the content game to win new customers by differentiating their offerings with media services and products.

Last month, the telco launched Telstra TV, which plugs into televisions to stream content from apps, including internet-based TV services such as Presto, Netflix and Stan. In a statement confirming the changes, a spokesman said “Telstra Media is a key business” for the telco as it positioned itself to be a leading aggregator of entertainment products across fixed and mobile platforms.

Telstra jointly owns subscription TV service Foxtel with News Corp, publisher of The Australian.

“Given the importance of the media business to Telstra, Joe (Pollard) has restructured the business to position it for future growth,” the spokesman said.

“This includes the creation of a more senior role of executive ­director, which will lead the whole Telstra Media group.

The team will also be structured to strengthen the focus on product development and go to market capabilities.

Existing teams will align to this structure.”

Recruitment is at an advanced stage for the new executive director position, while Ms Haagsma will join Telstra as the director of Mobility Products.

Currently, Ms Haagsma is leading the launch of Nine’s catch-up TV service 9 Now.

It comes after Ms Pollard ­assumed a more powerful role at the telco, adding group executive of media to her title. Pollard was formerly group managing director media and marketing.

She joined Telstra in November 2014 from Nine after prominent roles in the marketing communications industry around the world.

Her work history includes a decade with Nike globally, CEO of Nine’s digital media company ninemsn and CEO of advertising agency Publicis Mojo.