Back in May, Yell CEO Michael Pocock made news when he said, “digital will be approximately three quarters of our business by 2015, versus 25% as it is today.” Now Yell is further illustrating its commitment to building its digital business with the announcement today of Scott Moore, a former Microsoft executive, as the company’s first chief digital officer.
According to Yell’s press release, Scott will lead the creation and development of the U.K.-based company’s new generation of products and services that will enable small and medium-sized enterprise customers and their consumers to capitalize on the digital opportunity. His appointment demonstrates Yell’s strategy that will see the company transform its current print and online advertising business to become a leader in the emerging local eMarketplace, which will comprise of an innovative platform and digital portal where consumers and local businesses can connect and transact.
Scott, who will report directly to Pocock, will be based at a new Yell office to be opened in Seattle that will act as “a central hub to coordinate Yellow’s worldwide digital development activities.”
Scott comes from MSN where, as partner and executive producer, he was responsible for transforming Microsoft’s online consumer service and driving adoption of Bing, its search engine. Previously, he was senior vice president and head of media at Yahoo!, and has held senior roles at Microsoft businesses including MSNBC.com, Expedia Travel, and Slate.com.
We congratulate Scott on his appointment and look forward to seeing the results of his work.