Yahoo aims for stability with high-level reshuffle

Robert Bridge: European marketing chief, Yahoo
Robert Bridge: European marketing chief, Yahoo

Yahoo has carried out a major restructure of its European marketing department and parted with its two most senior marketers in the region.

James Tipple, vice-president for marketing at Yahoo EMEA, and Andrew Cocker, marketing director for EMEA, have both left the company. It is not known whether they have jobs to go to.

Robert Bridge, former business-to-business marketing director for EMEA, has been promoted to the role of senior director and head of marketing for the region.

Bridge will be in charge of all marketing communications in his new role. Cocker is not being replaced.

Bridge, who is based in Switzerland, will report  to Rich Riley, senior vice-president and managing director of Yahoo.

The upheaval follows the high-profile sacking of Yahoo's chief executive, Carol Bartz, last year. The company has decentralised its global marketing function to its main regional offices of America, EMEA and Asia-Pacific, as it aims to respond more quickly to changing market conditions.

It has now axed the global chief marketing officer role, previously held by Elisa Steele, who was behind the ill-fated 'It's You' campaign. Steele left the company in December.

Bridge said Yahoo's marketing strategy will be based on "fewer and bigger ways" of engaging consumers, such as content, editorial and product launches, including social news service LiveStand.

He said: "We are focusing our marketing efforts to ensure our consumers and advertisers realise the benefit of products that bridge the gap between digital content and digital advertising."

It is also plotting activity around the London 2012 Olympics, Euro 2012 and its partnerships with football's Barclays Premier League and the League Managers' Association.

Yahoo underwent a major leadership shake-up last month with Scott Thompson joining from PayPal as chief executive, while co-founder Jerry Yang announced his departure shortly afterwards.

Last week, Yahoo reported a 4% slip in global revenues, hit by a decline in search and ad revenues. EMEA revenues, however, were up year on year, from $106m for the fourth quarter of 2010, to $110m for the same period in 2011.

Sarah Shearman

The Marketing View

Yahoo has struggled to keep pace with more nimble competitors in the digital space, writes Sarah Shearman.

After a tumultuous period, it must ensure consumers know exactly what it stands for if they are to reappraise their perceptions of the brand.

Follow Sarah Shearman on Twitter @Shearmans




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


Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material