Yell announces the appointment of Jenny Ashmore to the new role of Group Chief Marketing Officer (CMO). In this capacity, Jenny will take responsibility for Yell’s global marketing strategy and oversee its execution throughout the Group’s operations in the UK, US, Spain and Latin America. Yell is also announcing that it has partnered with Landor Associates to undertake a comprehensive evaluation of the Group’s brand portfolio.Jenny Ashmore brings a distinguished commercial track record in international marketing to Yell. Most recently she was Global Chief Marketing Capability Officer at Mars, where she developed and implemented a marketing-driven philosophy and infrastructure across all Mars segments and business units globally.

Photo: Yell Goup logo

Jenny’s appointment supports Yell’s strategy that will see it transform from its established position in providing print and online advertising for small and mediumsized enterprises (SMEs) to become a leader in the emerging local eMarketplace. The eMarketplace comprises an innovative platform and digital portal where consumers and SMEs can connect and transact.

At Yell, Jenny will create a world-class, Group-wide marketing capability, integrating the Group’s country-focused organisations into a cohesive, unified team. She will be responsible for worldwide advertising, marketing and corporate communications, public relations, merchandising and sales programmes, customer insight, online marketing, product design, pricing and customer satisfaction.

Based at Yell’s corporate headquarters in Reading, UK, Jenny will report to Mike Pocock, Group Chief Executive Officer. Jenny’s direct reports will include the current heads of marketing in each of Yell’s geographic businesses (UK, US, Spain & Latin America), Chris Landry, the Group’s recently appointed Head of Brand and Design, and Andrew Spybey, interim Group Head of Communications.

Jenny Ashmore said, “Digital platforms are transforming the ways in which consumers research, select and purchase products and services. In this rapidly evolving environment, Yell has powerful assets including a well-established brand, vast amounts of information on local business, a skilled sales team and strong relationships with SMEs. But Yell is moving well beyond its origins as a print directory provider—so the opportunity is to build a global brand that is relevant to, and synonymous with, the converging requirements of digitally-savvy consumers and the SMEs that serve them.”

In parallel with the expansion of Yell’s digital product and services portfolio, Jenny Ashmore will ensure that Yell’s brand is compelling, relevant and consistently implemented around the world. To that end, Yell announces that it is partnering with Landor Associates, one of the world’s leading strategic brand consulting and design firms, to undertake a comprehensive evaluation of the Group’s brand portfolio. Landor will review Yell’s current portfolio of brands and its overall architecture in the context of the increasingly digital and global environment in which the business operates.