Nine has hit ‘reset’ with a fresh operational model, recasting and slimming down its executive leadership team to support a sweeping restructure that will see media company’s assets split into three divisions: Streaming & Broadcast, Publishing, and Marketplaces. 

Chief marketing officer Liana Dubois and Stan CEO Martin Kugeler are understood to have been made redundant as a result of Nine’s new model, with marketing now to move to a business-unit level, according to an all staff email sent by acting Nine CEO Matt Stanton.

Rumours of Amanda Laing’s imminent arrival at the media company have now been confirmed, with the former Foxtel executive set to take leadership of the newly formed Streaming & Broadcast division. This encompasses Stan, 9Now, Broadcast Television, and Radio. Also joining the new division under Laing’s leadership are Nine’s director of television, Michael Healy and radio boss, Tom Malone.

Laing, who spent a decade in various executive roles at Nine prior to the Fairfax merger, was most recently Foxtel Group’s chief commercial and content officer, and managing director at Binge. She is not expected to commence the new role until after April, with an official start date yet to be locked in.

The current Publishing division will continue to be led by managing director Tory Maguire, but expanded to include nine.com.au, alongside former Fairfax mastheads The Sydney Morning Herald, The Age and The Australian Financial Review.

The new Marketplaces division will encompass Domain and Drive, providing more targeted oversight of the platforms that Nine hopes will help leverage value creation opportunities within its Streaming & Broadcast and Publishing assets. It will be led by Alex Parsons as managing director, alongside his duties as chief digital officer. Per Nine, the restructure will not impact the current business structure or governance of Domain, which is a separately listed ASX company.

Nine has also appointed a director of regulatory, public affairs and communications. Paramount’s James Boyce is set to join the media company’s executive leadership team in April in a newly created role that replaces former communications and public relations director, Victoria Buchan, who was made redundant in October to make way for a regulatory specialist.

Per Stanton, the new operating model “will help accelerate the strategic transformation underway at Nine by improving how the different parts of the business work together”. “Our new approach will better position the business to manage the challenging external environment and ensure the company is future-fit to sustainably deliver for our consumers, partners, shareholders and people,” he said.

These divisions will be supported by Group functions including sales, product, technology and data that will work across the business, reducing duplication and creating consistency in our processes, which is particularly important for Nine’s cultural transformation, Stonton said. Audience and Insights, which has been sitting under the CMO, will now be amalgamated into the overall data function led by Suzie Cardwell.

A new-look, eight-member executive leadership team will sit on top of the structure, currently encompassing Stanton, Laing, Maguire, Parsons and Boyce, along with acting chief sales officer Matt James, acting chief financial officer Graeme Cassells, general counsel & company secretary Rachel Launders and chief people officer Vanessa Morley.

“The appointment of Amanda, one of the top media executives in the country, will add extraordinary industry expertise and energy to Nine’s experienced Executive Team in 2025 while James will sharpen the Group’s focus on the evolving regulatory landscape,” said Stanton.

Nine has also confirmed the recruitment process for a new permanent CEO continues.