Time Warner Cable has reorganized, migrating from the traditional MSO structure based on the geographic location of its constituent networks in favor of a structure based on its three main business categories: Residential Services, Business Services and Media Services.

The new organization serves the purpose of elevating the growing business services sector to a level of importance on par with residential services. A TWC spokesman said there would be no layoffs associated with the reorganization.

The restructuring led to a shuffling of executive assignments. The executive vice presidents (EVPs) of the three units will report to Rob Marcus, president and chief operating officer.

The company had previously divided operations into an East Region, run by EVP of operations Carol Hevey, and a West Region, managed by EVP of operations Bill Goetz. Hevey had previously announced her retirement effective at the end of this month.

Goetz will become EVP and chief operating officer of Residential Services. Reporting to Goetz will be Jeff Hirsch, who will become EVP and chief marketing and sales officer for the residential unit, and John Keib, who will assume the new role of EVP and chief care and technical operations officer.

Media Services had been run by EVP Joan Gillman, who will continue to head that operation as EVP and chief operating officer.

Gerry Campbell, the EVP who had been running the business services operation, plans to retire in June. He will continue to oversee the unit while the company conducts a search for a new EVP and chief operating officer for Business Services. Campbell, along with Business Services presidents Ken Fitzpatrick and Craig Collins, will report to Marcus in the interim.

Each of the business units will be supported by newly centralized Technology and Network Operations, Human Resources, and Finance and Communications groups, in addition to the already centralized Law, Government Relations, Programming, Strategy and New Business groups, the company said.

Technology and Network Operations will be headed by Mike LaJoie, who will serve as EVP and chief technology and network operations officer.

The Technology and Network Operations leadership team will include:

• Frank Boncimino, SVP and chief information officer
• Dave Flessas, SVP of network operations center and operations support
• Mike Hayashi, EVP of architecture, development and engineering
• Henry Hryckiewicz, SVP of business/residential field network engineering operations
• Jim Ludington, SVP of technology business operations
• James Manchester, SVP of applications operations
• Howard Pfeffer, SVP of broadband engineering and technology
• Matt Stanek, SVP of core, metro and regional network operations
• Matt Zelesko, SVP of converged technology group.

Kevin Leddy,  previously Time Warner Cable’s executive vice president of technology policy and product management, last week was promoted to EVP of corporate strategy.

“For the past several years, we’ve been evolving the organizational structure of the company to reflect changes in the composition of our business, in the competitive environment and in our customers’ expectations,” said Glenn Britt, chairman and chief executive officer at TWC. “Today, we are announcing the final step in our evolution from decentralized, geographic operating units to a more centralized structure with standardized operations.”

“Significant changes in our business environment have created the need for significant changes in the way we organize our work,” Marcus said. “To deliver our customer, employee and investor expectations, we need a company structure designed for the future – one company, aligned in its objectives from top to bottom. Our new structure will ensure consistency across our enterprise, streamline decision-making, accelerate product development and deployment, enable us to achieve functional excellence, and enhance the capability and reliability of our network. In addition, creating a separate management structure for Business Services reflects its increasing importance and positions us to fully capitalize on this significant growth opportunity.”

[This article was edited to include information that there would be no layoffs associated with the re-org, and to include mention of Kevin Leddy’s promotion.]