Sonos has carried out a round of layoffs within its marketing division as part of a broader organisational restructuring led by Chief Marketing Officer Colleen DeCourcy. The move, detailed in an internal memo, focuses on reshaping how the company’s marketing team operates rather than reducing costs alone.
According to the memo, DeCourcy described the previous structure as too fragmented to support the company’s pace. She noted that overlapping responsibilities and multiple handoffs had slowed execution and reduced clarity around ownership. The restructuring aims to simplify operations and align teams more closely with brand-focused goals.
Why Sonos restructured its marketing team
DeCourcy clarified that the layoffs were not linked to individual performance but were structural decisions. She acknowledged the contributions of departing employees and addressed the emotional impact on teams. The memo emphasised that the organisation had grown “too diffuse,” making it difficult to deliver consistent and timely marketing output.
The shift reflects a broader strategy to reduce complexity and improve speed in decision-making. By reorganising the team, Sonos aims to shorten the gap between planning and execution while maintaining clarity in roles.
The updated structure introduces five core functions designed to streamline operations:
Global Brand Strategy will focus on consumer insights, brand positioning, and product marketing. Global Brand Creative will handle content production through an in-house studio. Global Brand Marketing will oversee demand generation and customer engagement across the lifecycle.
Global Communications will manage public relations, influencer outreach, and social media, while Global Commercial Marketing will execute campaigns across regions and channels.
This reorganisation shifts the focus from channel-based teams to a more unified brand-led approach