Yell ramps up digital repositioning strategy

Yell has appointed its first ever chief strategy and business development officer and drafted in Barclays’ former CMO to help lead its transformation from being a directories service to an “eMarketplace”.

/c/h/s/yell160.jpg

As chief strategy and business development officer, Matt Anderson will be responsible for building global partnerships and developing new products as Yell paves the way for its digital expansion.

He joins from global management and strategy consulting firm Booz & Company, where, as partner, he was responsible for helping companies adopt digital technologies and platforms. Anderson was senior adviser on the team that developed Yell’s new business strategy last summer.

Yell is looking to generate 75% of its revenue from digital sources in the next three years.

The phone book publisher will focus on providing more digital services for small to medium-sized businesses and become a local “eMarketplace” to rival the likes of Gumtree as it looks to alleviate its £2.6bn net debt burden.

Separately, Yell has appointed former Barclays chief marketing officer Libby Chambers to its board as an independent non-executive director and member of the company’s remuneration committee.

Chambers, currently chief marketing and business development officer at Freshfields Bruckhaus Deringer LLP, will lend her marketing experience and knowledge of payments and credit card businesses to aid with the development Yell’s e-commerce repositioning.

In October Yell appointed former Mars marketing chief Jenny Ashmore as its first ever group CMO to help steer the company’s shift to becoming a digitally-led business as its print revenues decline.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here