PAO Severstal announces changes in the company's organizational structure to effectively implement the updated strategy and provide an excellent customer experience. In particular, using agile principles, all production and “selling” divisions of the company now form two directions or streams - upstream and dowstream, for which common business goals are set.
Upstream includes all raw materials enterprises of Severstal ( "Vorkutaugol", "Karelsky Okatysh", Yakovlevsky GOK, "Olkon"), coke-blast furnace and steel-making production (before the production of liquid steel), as well as "Vtorchermet" and "SPb - Giproshakht". These divisions form 70% of production costs, so the most important end-to-end goal of this stream is to ensure the company's cost leadership through end-to-end goal-setting, shared motivation and tighter coordination.
One of the key transformational initiatives will affect the dowstream stream, which includes production of flat, section and tubular products, Severstal-metiz workshops producing finished products, marketing functions, sales dowstream materials management directorate. The goal of this stream is to provide an excellent experience for the company's customers along the entire chain “from rolling to the implementation of the task of the business consumer.”
Dowstream is divided into three key areas, representing Severstal's main client segments: Construction, Energy "and" Mechanical Engineering ". Industry teams are organized in accordance with these directions with a flexible composition of participants from production departments, marketing and sales services and technology services. The key task for the industry teams in all three areas is to work directly with the client, optimize a number of processes, and jointly develop and create unique selling propositions. Experts from the Directorate for Technical Development and Quality and Technology Development Centers (TDCs) are involved in the work of industry teams to directly implement consumer initiatives in production.
Evgeny Chernyakov, who previously held the position of Sales Director, has been appointed Director for work with companies in the construction industry. Severstal ". Its team will focus on the supply of metal products to construction companies, manufacturers of building materials, components (metal tiles, sandwich panels, windows, doors, etc.) and metal structures.
Dmitry Goroshkov, who previously held the position of Marketing Director at Severstal. His industry team is focused on cooperation with clients from the energy sector, moreover, not only on sales of pipe products, but also other goods and custom services.
The third industry team - "Mechanical Engineering" - headed by Alexey Pokatilov will be responsible for the development business and increased sales for the automotive and machine-building sectors, as well as for home appliances and industrial packaging. Alexey moved to Severstal from PJSC AVTOVAZ, where for 4.5 years he headed the Directorate for Sales and Marketing of Components and developed business with external customers.
To the position of Director of Marketing and Improvement of Customer Experience at Severstal Maria Shalina, who previously held the position of Business Partner of the Office of Transformation, has been appointed with the strategic priority “Excellent Customer Experience”.
“The key priority of the updated strategy of Severstal is to provide an excellent customer experience. We are convinced that the future belongs to those companies that can quickly provide consumers with unique solutions based on a deep understanding of their needs. We made sure that the set goals cannot be achieved without a number of changes in internal processes, including the organizational design of the company, which are necessary for a new format of cooperation with clients. Severstal is the first Russian metallurgical company that makes such profound changes, rebuilding its structure for the client. As a result of these changes, Severstal's clients will receive an even more stable and reliable partner who is able not only to offer high-quality steel, but also steel-based solutions that meet their business objectives, "commented Alexander Shevelev, CEO of Severstal.
