USPS reorganizes to support IMB implementation

Share this content:

The US Postal Service announced some major organizational changes on July 1 designed to make the agency more competitive and responsive to its customers' needs.

“The goal is to make us more nimble, make us more focused and to manage our products more aggressively,” said Postmaster General Potter during a conference call with reporters this morning. The reorganization is designed to eliminate redundancy within the agency and to put together a “go-to” market game plan, he said.

The reorganization will combine all major shipping and mailing products in one division. The other division will focus on customer relations, the USPS said.

In addition, Tom Day, SVP of Intelligent Mail and address quality, will now report to Pat Donahoe, deputy postmaster general and COO. Day previously reported to the postmaster general.

“We've changed our organizational structure first to better align ourselves to make sure that the Intelligent Mail barcode effort is successful and that the leaders in the organization speak with one voice,” Potter said. The Intelligent Mail barcode, developed by the USPS to encode routing and tracking information on mail, will eventually replace Postnet barcode, which only contains the routing code.

Coupled with these organizational changes, Potter also announced several new appointments including that of Robert F. Bernstock as president of the newly formed shipping and mailing services division. This new division will combine product management, product development and commercials sales. According to the USPS, $70 billion of annual postal revenue fall into this category.

Before joining the USPS, Bernstock served as president and COO of Scotts Miracle-Gro Co., president and CEO of Atlas Commerce, and EVP of Campbell Soup Co.

David Shoenfeld, former SVP of worldwide marketing for FedEx, has also joined the USPS as SVP of mailing services, which is a newly created position. Shoenfeld will report to Bernstock.

Stephen Kearney, current VP of pricing and classification for the USPS, will become SVP of the new customer relations division. According to the USPS, “this group will centralize the key consumer and business customer relationships, external and internal communications, as well as integrating pricing into a single unit.” 

During the call, Potter also noted that USPS CMO and EVP Anita Bizzotto had told him that she would be stepping down from her position by the end of this year.

When asked if the proposed changes will result in consolidations and possible staff impacts, Potter replied that any impacts “will be worked out” as the wholesale pieces of the organization are moved into the new structure. “So we're going to let that all shake out,” he said.

Overall, Potters said that he anticipated that the new changes would enable the USPS to better serve mid-to-small sized businesses, which are a source of opportunity for the agency.

“I expect that this new organization is going to influence the postal service and will be responsible for implementation for product changes and be accountable for their success,” Potter said. “We're excited about these changes and we're excited about taking advantage of the opportunities that exist.”

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above