Yell appoints Mars’ Jenny Ashmore as its first CMO

Directories company Yell has appointed former Mars marketing chief Jenny Ashmore as its first ever group chief marketing officer to help steer the company’s shift to becoming a digital-led business.

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Ashmore will oversee Yell’s global marketing strategy across its operations in the UK, US, Spain and Latin America as it looks to shift from providing print and online advertising to becoming an e-marketplace portal for SMEs and consumers in a bid to arrest its plummeting ad revenues. She will report into Mike Pocock, group chief executive officer.

Yell has previously stated intentions to centralise its functions to make £100m of savings in the next two years.

It is also looking to generate 75% of its revenues from digital sources by 2015.

Today (27 October) Yell appointed brand consulting firm Landor Associates to undertake a “comprehensive evaluation” of the group’s brand portfolio, which will include reviewing whether each division can efficiently operate in the “increasingly digital and global” environment.

Landor Associates will also work on creating a cohesive brand voice across Yell’s international portfolio.

As global marketing capability officer at Mars, Ashmore led marketing and innovation for the worldwide snack food business, which includes brands such as Snickers and Skittles. Prior to Mars, she worked at Procter & Gamble in a senior brand management role, with lead responsibility for flagship brand Pampers.

Click here to read a Q&A with Jenny Ashmore in her global marketing capability officer role at Mars

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