BlackBerry shifts to corporate focus with new COO

BlackBerry, the once-dominant Canadian smartphone manufacturer, has shaken up its management structure in light of increased market competition. Under CEO John Chen, BlackBerry's chief operating, marketing and financial officer positions have all seen refreshed leadership. The latest addition is Marty Beard, who recently served as CEO of cloud customer service company LiveOps.

Under the organization's new strategy moving forward, Beard will be responsible for marketing efforts, BlackBerry 10 application development and customer care, according to a company press release. 

Beard previously served with CEO John Chen at Sybase, a business intelligence and enterprise and mobile software organization. BlackBerry's Senior Vice President of Marketing Mark Wilson and Global Sales President Eric Johnson are also veterans of Sybase.

The restructuring reflects BlackBerry's latest strategy of focusing on its enterprise customers, according to PC World Magazine. The organization is in the midst of preparing for its latest release, the BlackBerry Passport, which will feature multi-platform mobile device management and security tools to address the largest growing concerns in the corporate realm. 

"I look forward to working more directly with the talented teams of engineers, and the sales and marketing teams around the world to facilitate the BlackBerry turn-around and to drive innovation," Chen said in a press release. "I will continue to align my senior management team and organizational structure, and refine the company's strategy."

As leadership brings aspects of Sybase's culture and processes to their new positions at Blackberry, it is important to consider the organizational change management strategies that are best suited to help the organization reach its business goals. Seeking change management consulting early in this process can help avoid many pitfalls faced by organization in this situation, such as fluctuations in employee morale and productivity.