Callcredit axes marketing teams in major overhaul

callcredit in the dock over data gaffe.jpe newCallcredit Information Group is scaling back its marketing solutions division as part of a restructure sparked by what it calls “regulatory developments” in the marketing data sector.
The company admits that a number of employees face redundancy as a result of the overhaul, which sees four sales teams merge into one.
The move follows Callcredit’s decision to suspend telephone, email and SMS data from its Define database after fears it could fall foul of a landmark judgment on consent for electronic marketing data.
This ruling effectively outlawed the use of third-party information unless it can be proved prospects have opted in to receive marketing from other brands. At the time, Callcredit gave a deadline of the end of March for companies which supply it with data to adhere to stricter consents.
However, in a move which hints that this new data has not exactly been flooding in, Callcredit said it will not need such as big team to focus on four key areas – customer data management; customer insight; marketing databases; and customer engagement.
In a statement, it said: “As a result of this restructure, marketing solutions will need a smaller, more focused team with specific skillsets to implement the new strategy and grow the business.
“Unfortunately this means that the company needs to reduce the number of employees working in its Marketing Solutions business and has regrettably entered into a period of consultation with a number of employees.”
Will Lowe, managing director of the marketing solutions division, appears to be one of the first casualties. The company confirmed Lowe is leaving to “pursue other opportunities” and has been replaced by former sales operations director Steve McNicholas, who has been at the company for four years.

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