Optus is cutting 290 jobs from four of its departments – marketing, IT, sales and networks and its marketing department is set to undergo a number of structural changes.  

The marketing department’s products and services divisions will be transferred to the company’s customer division, which will be led by newly appointed managing director Martin Mercer.

Mercer is the former CEO of VividWireless, a company that specialises in providing Australians with 4G wireless broadband, and one that Optus purchased from Seven Group Holdings for $230 million in February 2012.

He will be responsible for improving Optus’ poor performing fixed-line broadband business, reports The Australian.

Mercer said the changes highlight the company’s “commitment” to improving its fixed-line broadband business.

“Fixed is at the heart of our business. Optus was established on the back of providing choice in fixed line telephony.

“We’ve been advocates for structural change in telecommunications for over a decade, and now it’s happening we want to show Australians that we are committed to helping take advantage of the opportunities becoming available to them,” he said.

Perhaps most relevant to franchisees, Optus said improving brand and customer communication is also high on its agenda.

It is currently looking to establish a new marketing communications group and the company will shift its focus to delivering sales via branded rather than third party channels.