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Industry Moves

Industry Moves: Clarizio Out At Platform-A; Ex-Yahoo Exec Coleman Brought In As Replacement

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imageLess than a year after she stepped in for Curt Viebranz as president of AOL’s Platform-A (NYSE: TWX), Lynda Clarizio is being replaced by former Yahoo (NSDQ: YHOO) ad exec Greg Coleman, AllThingsD reported and paidContent has confirmed. The move apparently occurred suddenly, just within the past week, Kara Swisher said.  (We’ve posted CEO Randy Falco’s internal memo explaining the decision.)

SEE ALSO: Memo From AOL’s Falco: 10 Percent Staff Cut, International Re-Org, No Merit Raiseshttp://www.paidcontent.org/entry/419-memo-from-aols-falco

The news comes a week after Falco said the Time Warner unit was going to lay 10 percent of its workforce and reorganize its international staffs as well—and the day before Time Warner’s earnings report. The news on the AOL front is expected to be disappointing, as the company has warned that display ad revenues have been trending downward. The pullback in ad spending has hit AOL hard the past few months.

More after the jump...

Lacking in “nitty-gritty”?: Citing unidentified sources, Kara said AOL execs felt that Clarizio lacked the “nitty-gritty” sales acumen that the company desperately needs to pull out of its current slump. AOL vet Clarizio held a number of leadership posts in her roughly 10 years at the company, but her background was not in sales. The primary reason Clarizio was chosen for the post in the first place was to manage the integration of all the various parts of Platform-A. That process was deemed complete months ago and now, it’s a question of how well she did, apart from the greater emphasis on driving sales now. Before joining AOL’s ad net unit Advertising.com in May 2006, Clarizio was an EVP in charge of strategy, finance and business development of AOL’s Audience business. Clarizio had also been an SVP for corporate strategic and financial planning, as well as an SVP for acquisitions and strategic investments. In the latter role, she led AOL’s acquisition of Advertising.com. Clarizio came to AOL from the Washington D.C. law firm of Arnold & Porter, where she was a partner for seven years.

Coleman’s long goodbye: Coleman left Yahoo about a year ago as EVP of Global Sales. A month later, he was named president and CEO of NetSeer, a startup focused on search and ad targeting. His exit from Yahoo occurred over a few months. When Yahoo initiated a major reorg in August ‘07, the company said then that Coleman would be leaving by February as Yahoo had already been experiencing slowing display growth.

—The official release is here.

Feb 3, 2009 11:53 AM ET

Posted In: Advertising, Industry Moves, Companies, AOL, Time Warner, greg coleman, lynda clarizio, platform-a

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