In his first move as managing director of Bauer Xcel, Christian Fricke has culled three senior roles.
Fricke, who replaced Carl Hammerschmidt in July, admitted in an email to staff that Bauer had not met its business targets.
Fricke also announced changes to the audience management team that sees the EDM and promotions team report directly to him. The social media staff will follow a "more editorialised strategy", reporting to Bauer Xcel content director Emily Kerr.
As a result of this split, the role of audience management director and corporate counsel and head of product are being made redundant, which means Sarla Fernando and Ana Almeida will exit the publisher.
Fernando had been with the company since December 2012 and Almeida for more than three years.
The separate video unit will be integrated into the editorial teams. As a result the video manager Dallas Baird's position has been made redundant.
“I want to thank the three colleagues who are leaving the Xcel business. They have all made a significant contribution and I wish them every success in the future. We made these decisions reluctantly and in the best interests of ensuring the future growth of the business," Fricke said.
Fricke located to Australia from Germany to take the role at Bauer's digital arm. He previously was the head of Bauer Xcel Germany, before working as MD at online publishing company Playbuzz.
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