CHICAGO — Earned media software and services firm Cision this week announced the departures of its CMO and CTO amid more sweeping layoffs, the Holmes Report has learned.

In an internal memo issued Wednesday, and seen by the Holmes Report, CEO Kevin Akeroyd said Chris Lynch, who’s held the CMO role for two years, and Pritham Shetty, who joined as CTO slightly more than a year ago, will be leaving Cision “to pursue other opportunities.” Shetty will be replaced by Chris Copeland, who has been CTO at TrendKite, the PR analytics platform Cisco acquired in January.

Cision also cut other employees across the company Tuesday, the result of streamlining after the $225m TrendKite deal, the memo said. Cision acknowledged the layoffs when asked by Holmes Report, although declined to disclose details.

“At Cision, we’re continually evaluating our operational structures and implementing needed changes to enhance continued growth and deliver innovation that best serves our customers. We’re committed to providing our customers with best-in-class products and support and we are constantly reviewing how we can provide the quality our customers expect from us,” said a Cision representative in a statement.

“This sometimes requires a review and redistribution of roles amongst our global teams. As you will understand, this can be a sensitive time for all concerned and is a legal process, and as such we are unable to make any further comments at this stage.”

The week’s personnel moves come on the heels of major changes at Cision since its acquisitions of TrendKite, which enables PR professionals to quantify the business impact value of campaigns, and social media company, both in January.

These have included TrendKite CEO Erik Huddleston taking on the Americas presidency at Cision, replacing Jason Edelboim, who left to be chief commercial officer of Dataminr. In February, the company announced that former Kantar Media executive Peter Low would serve as managing director for EMEA following the departure of Abe Smith after the TrendKite deal.

Other leadership changes include Jen Jones being promoted to SVP of corporate marketing from VP of product marketing; founder and CEO Ulrik Bo Larsen being named president, Cision social; and Canada president Nicole Guillot being upped to chief content officer and president for Canada and Latin America.

All of which, the memo said, is part of Cision’s process of continuing “to deliver on our vision of transforming the communications industry and creating the industry’s first earned media management cloud.

“As a reminder to all of us, we are rapidly becoming to the CCO what Adobe is to the CMO, is to the CRO, Workday is to the CHRO, and Oracle to the CFO. We are on the path to becoming one of the most important cloud technology players in the entire industry, that path is accelerating, and I could not be more bullish about where we are and where we are going,” it said.