By Iris Richmond. Pulte Homes is nearly finished restructuring its field operations to help achieve its ambitious goal of $10 billion in annual revenue by 2004. The realignment began in January, when Mark O'Brien assumed the role of president and CEO.

Pulte added a new tier of management and additional personnel. The company now operates domestically in 11 geographic areas instead of six. Each area's president reports directly to Richard Dugas, who was appointed COO in May. Several divisions fall under each area, and division heads will report to the area presidents. Under the new regime, the Del Webb division is eliminated, though Pulte will continue to use the Del Webb name. Anne Mariucci, former president of the division, is staying on as senior vice president of strategic planning and will report directly to O'Brien.

Though the expansion leaves some openings to fill, both at the corporate and field levels, Pulte plans to have all personnel in place by August 1. Despite the change, Pulte plans to continue reporting its financial results by its five established geographical regions: Central, Midwest, Northeast, Southeast, and West.

"The new structure better aligns the organization to support Pulte's strategy of increasing share within established markets, while allowing greater focus on key initiatives including land control and entitlement, market segmentation, product quality, and, in certain markets, the future integration of Pulte Homes Sciences," says O'Brien. Pulte Homes Sciences is a new initiative to build the shells of homes in factories and ship them to jobsites.

Published in BIG BUILDER Magazine, July 2002