Yell hires Ashmore to CMO role ahead of 'comprehensive' brand re-think

Jenny Ashmore: Yell's new global chief marketing officer
Jenny Ashmore: Yell's new global chief marketing officer

Directories company Yell has hired Mars marketer Jenny Ashmore to the new role of group chief marketer officer as its kicks off a "comprehensive evaluation" of its brand portfolio.

Ashmore, who joins from her role as global chief marketing capability officer at Mars, will take responsibility for Yell's global marketing strategy in the UK, US, Spain and Latin American markets.

She will report directly to group chief executive Mike Pocock. Prior to joining Mars, Ashmore had also held marketing roles at Procter & Gamble and Shell.

It is the latest in a series of senior marketing changes at Yell. In July, the company hired Bob Gregerson to the role of chief consumer officer and Chris Landry as group head of brand and design, tasked with enhancing its digital offering.

Yell has also hired brand consultancy Landor to carry out an evaluation of its brand portfolio, as it looks to transform itself into a primarily digital business.

Of particular focus is Yell's plan to become an "eMarketplace" online portal for SMEs to "connect and transact". The agency will be tasked with ensuring a "compelling, relevant and consistently implemented" brand identity in all global markets.

Pocock said: "As we continue to transform Yell's business to focus on delivery of digital marketing services to our 1.3 million SME customers, [Ashmore] will apply her considerable vision and insight to lead the definition, delivery and positioning of Yell's brand portfolio."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers