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medioMedio laid off a number of employees in engineering, network operations and testing this week as the Seattle mobile analytics startup undergoes what CEO Robert Lilleness describes as a “realignment.” The news comes just a few days after Medio co-founder David Bluhm returned to the company as chief marketing officer, one of several new executive appointments in recent weeks.

Lilleness said that they’ve more than doubled their headcount in the past two years, and the company is profitable and growing. Just last quarter it added five new customers. So, why the layoffs?

“We needed to realign our resources to increase investment into 1) product development/data science and 2) Sales and Marketing capabilities,” said Lillenss. “Additionally, we’ve automated a number of processes as our products/offering has matured—but that is less important.” He declined to say how many people were let go.

Originally started as a mobile search company, heavily-funded Medio has morphed and changed over the years. It is now focused on mobile  analytics, helping developers better understand how their applications are doing in the mobile stores. Medio’s backers include Accel Partners, Trilogy Equity Partners, Frazier Technology Ventures and Mohr Davidow Ventures.

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