Shearings Holidays has made two directors redundant as a result of a board level shake up.

Marketing director Karen Gee, who is well-known in the trade, and transport director Jimmy King are both leaving the business as a result of the restructure.

A new commercial director, Alan MacLean, has been appointed to oversee the product and marketing teams, which are being merged under the shake up. Former product director Melvyn Morley has been appointed to a new role as director of business analysis. Neither of the product or marketing director roles are being replaced.

Chief executive Denis Wormwell, who joined Shearings Holidays in September, said he had made the changes to streamline the company’s structure.

“We had a complicated structure and it became apparent we needed to do things differently and work more consistently as a business. We wanted a commercial person who knew about tour operating to come in and oversee the marketing and product department,” he said.

Meanwhile, director of hotels Vince Flower has been promoted to chief operating officer of Shearings Holidays, looking after the hotels and transport divisions, although these departments are not being merged.

The group now plans to focus on increasing brand awareness and shaking off old perceptions of the company as a coach operator as well as growing its hotels divisions. It expects to acquire four more hotels this year.