Yellow Pages publisher Yell has appointed Matt Anderson to the new role of chief strategy and business development officer.

Yell, once a member of the FTSE 100, said Anderson will provide leadership for the company's corporate strategy and business development for strategic partnerships.

"His focus will be on driving the group's continuing digital transformation to become a leader in the emerging local eMarketplace. At the core of his role, will be building key global and strategic partnerships and working closely with Yell's digital team to develop new digital solutions and products, as well as incubating new businesses with global potential," the directories company in a company statement.

Anderson joins Yell from Booz & Co where he helped companies adopt the latest digital and technology trends in eCommerce, social media, mobile, and digital media and marketing.

Yell has faced an onslaught of challenges making the shift to digital media from life as a printed directory listings firm. It was also hit hard by the impact of the recession on its small business customers.

Its share price slumped in 2011, indeed it was one of the worst performing stocks of the year, but things picked up a little in December after its lenders agreed on amendments to financing. An advertising tie-up with Microsoft and an alliance with Netbiscuits also generated some excitement in September.

New businesses with global potential will be key to Yell's progress in 2012 as continues to carry out its transformation programme.



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