By Sahil Patel
Chinese online video giant Youku Tudou has hired a new chief operating officer amid an organizational restructure.
Edward Su has been named COO and will oversee the sales team at the company. Most recently, Su was the CEO of China Group for Havas Worldwide, a global integrated marketing agency. He’s a long-time advertising executive, having previously worked with giants such as Grey, Saatchi & Saatchi, and Ogilvy.
Along with the new hire, Youku has also added two new business units called Heyi Studios and Innovative Marketing. Heyi Studios will focus on producing original TV dramas and web-native content, and will be led by Youku’s chief content officer Sunny Xiangyang Zhu, who’s been appointed as CEO of the unit. Youku Tudou’s CMO Yawei Dong will take charge of the Innovative Marketing business unit, which will focus on programmatic advertising, video-based e-commerce, big data, and other new and emerging marketing models.
This brings the total number of business units under Youku Tudou to six. Others include the Youku video platform, the Tudou video platform, Heyi Pictures, and Cloud Entertainment BU, which focuses on gaming and OTT.
Those are not the only structural changes taking place. Youku Tudou says it has also formed nine “content centers” based on different categories: TV drama, news, variety show, movies, games, animation, music, education, and entertainment information.
As for leadership of these centers: Frank Ming Wei, president of Youku, and his team will oversee TV series, news, and education; Weidong Yang, president of Tudou, and his team will run variety shows, entertainment information, animation, and music; Allen Huilong Zhu, CEO of Heyi Pictures, will run the movie content center; and Leo Jian Yao, group CTO and president of Cloud Entertainment BU, will manage the game center.
“With today’s announcements, the framework of Youku Tudou’s multi-business unit and content center structure is in place,” said Victor Koo, chairman and CEO of Youku Tudou, in a statement. “We’re well poised to rapidly ramp up our content creation, accelerate our revenue growth and diversification, and fully capitalize on the opportunities that the converging online and offline worlds bring us.”