After a series of poorly received moves in 2011 — including a price increase and an attempt to rebrand DVD rentals and online streaming as two separate operations — Netflix is replacing its chief marketing officer. Leslie Kilgore, who has worked for the company for 12 years, is stepping down, reports TheWrap.com.

Kilgore’s departure comes after the company’s unpopular moves led to customer defections and a steep plunge in its stock price.

Jonathan Friedland has been promoted to chief communications officer and will report directly to Chief Executive Officer Reed Hastings, instead of reporting to the marketing chief, the story notes.

Jessie Becker, who recently worked as vice president of marketing, will serve as the company’s interim chief marketing officer while Netflix searches for an external candidate, the piece says.

Netflix didn’t offer a reason for Kilgore’s departure and didn’t say what she will be doing once she leaves, according to the piece. She will join the Netflix board as a non-executive director, the story adds.