This week is rapidly turning into a sea change second for Sonos as the corporate appears to be like to undo the damage done to its reputation since last May. All of it started on Monday with the departure of CEO Patrick Spence, who was changed by board member Tom Conrad. Then got here information that chief product officer Maxime Bouvat-Merlin would also be leaving the company — one other indication that Sonos is severe about correcting course and taking accountability for its new app woes.
In a 3rd shakeup inside the firm’s management ranks, I can report that chief industrial officer Deirdre Findlay can also be stepping down. Sonos’ not-yet-updated corporate governance page says Findlay “oversees all advertising, income, and buyer expertise organizations at Sonos. She is answerable for built-in model technique, geographic growth methods, and all go to market execution.”
By now, there’s no arguing that Sonos’ go-to-market technique for its rebuilt cell app was deeply flawed and rushed. Earlier than he misplaced his job, Spence ultimately conceded that the corporate ought to’ve taken a much more cautious method and provided the brand new software program as a beta launch whereas protecting the earlier, extra secure model in place. As a substitute, Sonos pushed a buggy expertise on all prospects and has spent the months since coping with the ensuing fallout.
Because it pertains to advertising, some Sonos workers have expressed their dismay to me over simply how a lot cash the corporate dumped into promoting final 12 months. The large spends included an expansive New York Metropolis subway marketing campaign for the Sonos Ace headphones and a vacation elves marketing campaign that price a staggering quantity. The Ace headphones have been rapidly forgotten when the gravity of Sonos’ app issues got here into focus, so the advertising had little impact. None of that sat effectively internally — especially after layoffs in the summer.
However that was then. Within the span of 48 hours, interim CEO Tom Conrad has demonstrated a transparent goal to get Sonos again on the precise path. I’m instructed that the strikes have instantly boosted morale inside the corporate, with workers sensing that the brand new regime is severe about getting again to doing what Sonos does finest.
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