Project outline

• The Covid-19 epidemic has deeply affected the activity of this tourism operator. The marketing departments suspended external services and froze most of the vacant positions.
• The objective was to improve the organization and efficiency of the marketing function globally and in the Business Units of the Europe-Africa markets (marketing functions in BUs and countries), to ensure the resumption of activities with the current workforce.
• Pagamon supported this leading tourism operator in the reorganization of its marketing entities, to improve structural efficiency while sustaining a reduction in headcount due to the Covid-19 crisis.

Project approach

Pagamon worked on three areas of analysis:

• Organizational analysis: understanding activities, missions, roles, responsibilities, processes, tools, team structure.
  • Interviews with marketing managers and feedback.
  • Survey by questionnaire with all marketing employees.
  • Analysis and exploitation of internal documents: organization charts, budget, ideas for optimizing the organization, time spent per activity…
• Co-construction of the target organization during a series of workshops with the Vice Presidents of Global Marketing and Business Units (Europe-Africa markets).
  • Refinement of the expected missions of the teams.
  • Construction of RACIs (to date vs. target).
  • Proposal of organizational changes and calculation of impact on FTEs.
  • Construction of organizational charts (to date vs. target).
• Implementation plan:
  • Identification of initial workshops to involve teams.
  • Consolidation of a communication medium.

Results

• Deliverables:
  • Diagnosis.
  • Structural changes.
  • Target organization charts, RACI, FTEs.
  • Communication document.
  • Executive Summary.

This tourism operator will be able to face the resumption of activity with its current staff by:

• Implementing the optimizations identified on the roles and responsibilities within the function, marketing production, certain processes, data and tools, etc.
• Reducing certain marketing activities.