Biggart will assume overall responsibility for Yahoo!'s marketing strategy across Europe and will oversee all advertising, branding, direct, trade and product marketing. She will report to Martina King, managing director of country operations for Yahoo! Europe.
King was herself promoted to Yahoo's top European marketing job as managing director of country operations for Yahoo! Europe. She was formerly UK managing director and Biggart's boss.
Biggart joined Yahoo! UK & Ireland in March 2000, having previously been head of marketing at The Telstar Entertainment Group and, before that, an associate director at Zenith Media.
"My primary focus will be to continue to grow our user value and demonstrate that Yahoo! can build sustainable profitable customer relationships for ourselves and our commercial partners," Biggart said.
Biggart is replaced by Yonca Dervisoglu, who has been promoted from her current role as European marketing manager. As director of marketing for Yahoo! UK & Ireland, she will report to Fru Hazlitt, managing director of Yahoo! UK & Ireland.
The shake-up sees Giulio Brunini, Yahoo! Italy's marketing director, transferred to London to take up the newly created head of marketing solutions role, focusing on driving the European trade marketing strategy.
Yahoo! Europe will establish a centre of excellence for online and direct marketing, based in London. It aims to replicate the success of Yahoo! in the US in diversifying revenue streams through the development of premium services.
Chieu Cao, who recently joined Yahoo! from Amazon.co.uk, will join this central team as an online marketing strategist. He will report to the yet-to-be-appointed head of online and direct marketing. Both the head of online and direct marketing and head of marketing solutions will report to Biggart and form the core central marketing team for Europe.
According to King: "As we continue to grow and diversify our revenue streams, it is imperative that we build our marketing team to meet this challenge. This investment in marketing reflects our commitment to become a more consumer-centric business, and to build deeper relationships with our extensive consumer base across Europe."
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