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Apr. 21, 2008

One more time, there’s more key management shuffling of people at Motorola as the struggling handset manufacturer tries to work to regain profitability and plans to split itself in two distinct divisions.

On Friday, Motorola's board has named Rob Shaddock as its new head of consumer products for the group.

A former senior v.p. of mobile devices, Shaddock will now oversee all handsets except those aimed at business users.

John Cipolla has been promoted to senior vice president for mid to high-tier products. Steve Lalla, will now oversee teams focused on mass-market handsets.

Todd DeYoung, who currently heads strategy and business development for the group, will now be responsible for making sure handsets fit in with the company’s overarching strategy and are market-appropriate.

The company also announced a reorganization of its sales staff, naming Bruce Brada as the head of coordinating worldwide sales. Brada previously oversaw sales for North America.

Aside from a few promotions at Motorola, the reorg combines hardware and software teams within each product category under one single leader.

The category heads will have much more authority over the entire development process.

Motorola also said its latest reorganization (so far) is aimed at improving product development strategy and creating a more predictable time to market for its many new products.

The promotions should also help the group keep senior executives when the company splits in two some time later this year.

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Source: Motorola.