Alphabet (GB), the business mobility provider, has appointed Jill Paton (pictured) as head of marketing and external communications, as it aims to strengthen its marketing strategy and support ongoing growth.
Paton has 25 years’ experience at BMW Group, including key senior positions such as global brand communications manager at Rolls-Royce Motor Cars and, most recently, head of partner training, internal communications and innovation at BMW Financial Services (GB).
She succeeds Suzanne Gray, who retired on 31st March following a 35-year career with the group.
Earlier in her career, Paton worked at Alphabet International, where she played a role in establishing 10 European markets that have since become core parts of the business.
Paton said: “I am passionate about taking on new challenges in both my personal and professional life, so I am thrilled to have the opportunity to lead a strong marketing team to support Alphabet’s growth objectives.
“My experience within the BMW Group has taken me full circle, which has provided valuable marketing insight and a deep understanding into behavioural and developmental psychology.
“I’ve enjoyed a fruitful career to date and I’m eager to use what I‘ve learned to continue the great work of my predecessor, Suzanne, while also bringing a fresh perspective to drive new marketing initiatives.”
Jemma Gregory, head of strategy and business development for BMW Financial Services (GB) and Alphabet (GB), said: “We’re delighted to welcome Jill back into the Alphabet fold during a rapidly changing time in the automotive industry.
“This brings with it new opportunities for fleet management and leasing, particularly around the promotion and uptake of electric vehicles.
“Jill’s combined training and marketing expertise gives her the edge to develop effective marketing strategies to tap into customers’ preferences, challenges and motivations.
“In doing so, it means that we can tailor our offerings and support customers more effectively.”
Gregory added: “Suzanne’s leadership has left an indelible mark through her work at Alphabet and across the BMW Group.
“She’s inspired so many and will be deeply missed. We wish her the very best following her retirement.”
