Yellow Media announced on Monday the appointment of Julien Billot as its new President and CEO. Yellow Media is the leading media and marketing solutions company in Canada and operates properties and publications including Yellow Pages print directories, YellowPages.ca, Canada411.ca and RedFlagDeals.com.
The company’s board of directors’ key focus was to “identify a senior leader with experience in executing and delivering digital transformations, a deep understanding of the media industry as well as a keen knowledge of the challenges facing traditional local search enterprises.”
Billot brings more than 20 years of leadership experience within the global media industry. He most recently served as executive vice president and head of the media group at Solocoal (formerly PagesJaunes), France’s largest local search firm, which has had a remarkably successful transition to digital over the past few years. Prior to Solocal, Billot was CEO of Lagardère Active’s digital and new media group.
Earlier this year, Yellow Media restructured to focus on digital products and shift its existing print customers to online advertising packages. The company is hoping Billot will aid them in this transformation. At Solocal, Billot grew digital revenue share from 35% to 58%, and increased the profitability margins of the company’s digital offerings. Prior to that, he grew Lagardère’s digital and new business group’s global digital business, multiplying revenues six times in three years.
Billot’s experience with Solocal will be an asset as Yellow Media looks to make the same journey in Canada. I look forward to seeing Billot’s efforts realize positive change for our industry on this side of the Atlantic!