StarHub confirms restructure, aims to become leaner and more agile

StarHub has confirmed that an organisation review and structure is currently underway. This was communicated in a recent staff communications session, which saw CEO Peter Kaliaropoulos sharing the company’s strategic priorities. This includes investing for growth in new businesses, digitalisation to transform customer experience and increasing efficiencies and productivity.

In a statement to Marketing, StarHub said that “an agile and lean organisation to drive the execution of the business strategy is an important initiative”. According to The Business Times, this could also include headcount cuts.

“StarHub will inform its employees when the organisational review and structure have been finalised and areas of efficiency are identified. StarHub will not be able to comment further prior to completing its efficiency exercise,” the statement added.

StarHub also did not comment on marketing budgets and agency relationships when contacted by Marketing.

Earlier this year, StarHub appointed Kaliaropoulos as CEO, taking over from Tan Tong Hai who stepped down in May this year. In June, the company saw the exit of CMO Howie Lau, who took up a role as chief industry development officer and group head of IDG at IMDA. Meanwhile, Oliver Chong, vice president of brand experience, left to join Mediacorp as head, consumer marketing.

The telco has also been scaling up on its digital initiatives the past year, striking a recent partnership with United Overseas Bank Limited (UOB) to provide digital solutions to small and medium enterprises (SMEs) to help accelerate digitalisation efforts. It also partnered Nokia in February for a push into mobility analytics in a bid to help operators create value from data and insights.

Most recently, Kaliaropoulos made his first appearance in the telco’s marketing efforts recently, featuring in the video titled “Operation Delivery”. In the spot, Kaliaropoulos is seen on his way to surprise one of the StarHub’s loyal customers with an iPhone XS Max.

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