Yahoo has appointed BlackBerry and former Orange executive Kristof Fahy to a top marketing role to revitalise the company’s brand across Europe.
Fahy, who takes the newly created role of vice-president of marketing for Europe, will be responsible for overseeing all of Yahoo’s brand development, customer insight and communications in Europe.
He joins from Research in Motion, where he was brand marketing director for BlackBerry across Europe, the Middle East and Africa.
Previously he spent seven years with Orange, from 1999, holding various roles including director of global brand communications.
Most recently at Orange, Fahy was head of brand, planning and advertising for the mobile operator’s UK business, before leaving in 2005.
“We are excited to have someone of his calibre and experience joining the Yahoo team as we transform the company to being customer centric in everything we do,” said Toby Coppel, the Yahoo! Europe managing director.
Coppel, formerly the Yahoo chief strategy officer, has been keen to engineer a turnaround of the Yahoo operation and brand since being appointed to the European role in April.
In a recent interview he said that poorly performing parts of the European business have until the end of the first quarter next year to improve or faced being closed down or sold.
The company wants to focus on services that users are interested in on a daily basis, such as news and sport, with other operations, such as price comparison service Kelkoo, under strategic review.
Yahoo!’s share of the European search market is just over 3%, compared with around 18% in the US and 14% worldwide, according to ComScore.