Regional organisational restructure
Ellena Dias (Elle) CPHR, Area Head of HR - Asia Pacific, Red Bull
“I had to apply a lot of care and empathy every step of the way to ensure that I was mindful of cultural sensitivities and the impact of the project on individuals’ lives.”
Red Bull’s Asian regional market was restructured in January 2015. A new regional section of the business, East Asia, created was with 15 of the original 30 Asian markets.
With fewer countries and markets to manage, the East Asia region was over-resourced for the volume of sales it was contributing globally. As the area HR manager, Ellena Dias was responsible for reallocating resources to match the potential growth and sales volume in the smaller East Asia region.
“This was a very sensitive project, with variety of cultures to understand and adapt to accordingly,” says Ellena of a decision that impacted on 30 senior leaders.
"I had to apply a lot of care and empathy every step of the way to ensure that I was mindful of cultural sensitivities and the impact of the project on individuals’ lives."
By successfully streamlining the organisational structure of the East Asia, Ellena not only achieved more than one million Euros (A$1,572,000) in cost savings, but also ensured that all high potential employees were retained in the business.
Key engagement metrics also indicated a slight increase with the completion of the project – a testament to Ellena’s ability to engage affected staff as well as the top management team.
This was first published in the March 2018 issue of the HRM magazine.