Industry Moves: Clarizio Out At Platform-A; Ex-Yahoo Exec Coleman Brought In As Replacement

imageLess than a year after she stepped in for Curt Viebranz as president of AOL’s Platform-A (NYSE: TWX), Lynda Clarizio is being replaced by former Yahoo (NSDQ: YHOO) ad exec Greg Coleman, AllThingsD reported and paidContent has confirmed. The move apparently occurred suddenly, just within the past week, Kara Swisher said. (We’ve posted CEO Randy Falco’s internal memo explaining the decision.)

The news comes a week after Falco said the Time Warner unit was going to lay 10 percent of its workforce and reorganize its international staffs as well — and the day before Time Warner’s earnings report. The news on the AOL front is expected to be disappointing, as the company has warned that display ad revenues have been trending downward. The pullback in ad spending has hit AOL hard the past few months.

More after the jump

Lacking in “nitty-gritty”?: Citing unidentified sources, Kara said AOL execs felt that Clarizio lacked the “nitty-gritty” sales acumen that the company desperately needs to pull out of its current slump. AOL vet Clarizio held a number of leadership posts in her roughly 10 years at the company, but her background was not in sales. The primary reason Clarizio was chosen for the post in the first place was to manage the integration of all the various parts of Platform-A. That process was deemed complete months ago and now, it’s a question of how well she did, apart from the greater emphasis on driving sales now. Before joining AOL’s ad net unit in May 2006, Clarizio was an EVP in charge of strategy, finance and business development of AOL