In a strategic shift that marks a significant change in its executive structure, United Parcel Service (UPS) has announced the elimination its Chief Marketing Officer (CMO) position. This move comes as the company grapples with evolving market dynamics and intensifying competition from major players like Amazon and FedEx.

The Departure of Kevin Warren

Kevin Warren, the current Chief Marketing and Customer Experience Officer at UPS, is set to leave the company at the end of the year. Warren, who joined UPS in 2018 after a 33-year tenure at Xerox, has been instrumental in enhancing customer experience and digital access platforms, making significant contributions to UPS’s market presence. His departure signifies the end of an era at UPS, where he oversaw crucial departments, including U.S. and international marketing, product development, pricing, and customer loyalty.

Restructuring at UPS

Following Warren’s exit, UPS is not just removing the CMO role but also restructuring its leadership. Matt Guffey, formerly president of UPS Global Strategy and Transformation, has been promoted to chief commercial and strategy officer. Guffey will oversee global revenue, product management, global strategy, and transformation in this new role. Additionally, he will manage UPS’s on-demand network, encompassing UPS Stores and Happy Returns, acquired from PayPal in October.

This restructuring at UPS occurs in the wake of a challenging economic environment. The company recently slashed its sales outlook after a 13% decline in third-quarter revenue. CEO Carol Tomé cited subdued online sales and other macroeconomic factors as significant contributors to this downturn. These challenges are not unique to UPS, as the delivery industry faces global economic pressures and a shift in consumer behaviors.

Rising Competition from Amazon

Despite these internal changes at UPS, Amazon has emerged as a formidable competitor. Surpassing UPS and FedEx in parcel volumes, Amazon’s delivery business is expanding rapidly. With projections of delivering 5.9 billion packages in the U.S. by the end of the year, Amazon’s growth trajectory starkly contrasts with UPS’s more conservative volume expectations.

The removal of the CMO position at UPS is more than an executive shuffle; it reflects the company’s strategic realignment in response to changing market conditions and increasing competition. As UPS navigates this transitional phase, it will focus on adapting its business model and strategies to maintain its position as a leading player in the delivery industry.