Bartz has been expected to shake up Yahoo’s structure for a while now; when the former Autodesk executive came on board in January, she said the company “frankly, could use a little management.” Yahoo definitely needs something to turn it around, especially after the final quarter of 2008, when it posted its first loss since 2002 (although Yahoo actually beat analysts’ expectations).
How exactly is Bartz reorganizing the company? That’s a good question, and one she doesn’t really answer in her post. Here are the scant details she offers:
So today I’m rolling out a new management structure that I believe will make Yahoo a lot faster on its feet. For us working at Yahoo, it means everything gets simpler. We’ll be able to make speedier decisions, the notorious silos are gone, and we have a renewed focus on the customer. For you using Yahoo every day, it will better enable us to deliver products that make you say, “Wow.”
Bartz also said she’s creating a new Customer Advocacy group, which will complement the existing Customer Care team to help Yahoo stay connected with the outside world. Or something.
This, incidentally, is Bartz’ first Yahoo blog post, and while it’s a bit short on specifics, I’m glad it reads like a real person wrote it and includes the phrases “People here have impressed the hell out of me” and “Look for this company’s brand to kick ass again.” Hopefully that optimism will seem justified in the coming months.
Update: Yahoo Chief Financial Officer Blake Jorgensen has also resigned. It’s not clear if this is related at all to the broader reorganization.