Nine’s director of growth and retention, Helena O’Dowd, is stepping down as the Australian broadcaster undergoes a significant marketing restructure. This decision comes amidst a wave of redundancies that sees approximately 50 roles cut across Nine’s streaming and broadcast division.
O’Dowd, who has been integral to Nine for six years, will officially leave her position at the end of the year. Her departure follows discussions with the network’s leadership regarding a strategic overhaul of the marketing department.
Restructuring and New Opportunities
In an internal communication obtained by Mumbrella, Hamish Turner, executive director of 9Network and 9Now, revealed that O’Dowd was offered a new position as director of Group Activations. This role was designed to be part of the Streaming and Broadcast Strategy team, distinct from the marketing department. However, O’Dowd opted not to accept the offer.
“A core function of the marketing group is to ensure our advertising and promotional inventory is optimally managed,” Turner stated. “This optimisation must serve both our sporting and commercial partners and benefit our internal products and services (e.g., Stan, publishing mastheads).”
Turner praised O’Dowd’s leadership, highlighting her strategic acumen and her ability to foster strong external relationships, which have been invaluable to Nine.
Leadership Transition
With O’Dowd’s exit, her responsibilities will be assumed by Calleb Macleod, head of Social at Nine and 9Now, and Kathryn Galvin, head of Consumer Marketing (Total Television) for Nine. Galvin currently oversees audience growth and retention for both 9Network and 9Now.
O’Dowd’s journey with Nine began as head of media and partnerships, where she played a pivotal role in shaping the broadcaster’s marketing strategy in collaboration with major sporting bodies like the NRL, Tennis Australia, and Rugby Australia. Her promotion to director of growth and retention in March 2023 saw her spearheading Nine’s multi-year partnership with Ooh Media.
Broader Impact of Redundancies
O’Dowd’s departure is part of a broader trend within Nine, following the redundancy of chief marketing officer Liana Dubois six months prior. The network recently confirmed plans to eliminate around 50 positions as part of a $100 million cost-reduction initiative, discussed at its latest AGM.
Other notable exits include senior communications manager Terry Stuart, head of corporate communications Caitlyn Lynch, and AFL executive producer Matt Conway. High-profile presenters such as Nine News Queensland’s sports anchor Jonathan Uptin and Sydney news and weather presenter Amber Sherlock are also affected.
“In addition to the redundancies, some vacant roles will remain unfilled, and certain contractual positions will not be renewed,” a spokesperson for Nine stated. The network’s streaming and broadcast division currently employs approximately 2,900 people.
Looking Ahead
The restructuring at Nine reflects broader trends in the media industry, where companies are increasingly seeking to streamline operations and adapt to the evolving digital landscape. As Nine navigates these changes, the focus will likely remain on optimizing resources to bolster its competitive edge in the market.
As the media landscape continues to shift, industry experts suggest that similar restructuring efforts may become more common as companies strive to balance cost management with the need for innovation and growth.
With O’Dowd’s departure, Nine is poised to enter a new phase in its marketing strategy, one that will likely emphasize agility and strategic partnerships to sustain its market position.
