Scott Moore has left his post as partner and executive producer of Microsoft (NSDQ: MSFT) portal MSN to become chief digital officer of Yell Group, the UK-based owner of the Yellow Pages and other local directory services. He’ll be based at a new Yell office to be opened in Seattle, WA. Once it’s set up, that office will serve as the central hub for the company’s digital operations.
Moore, who’s impending departure as MSN’s U.S. head was first reported by AllThingsD last week, had held executive posts twice at Microsoft. He returned to the company a second time in 2009 to run MSN. Before that last stint, Moore was SVP and head of media at Yahoo (NSDQ: YHOO). He went to Yahoo from his first time at Microsoft, where he oversaw MSNBC.com and Expedia Travel. He was also Publisher of Slate.
Yell Group heralded the appointment as part of a larger plan to focus on the “eMarketplace.” Earlier this year, the company began a strategic review of its business prospects, which has been beset by a steady decline in its printed Yellow Pages business. The local directories market is particularly competitive, with established local listings services like Craigslist and Yelp seeing their dominance starting to be challenged by newspapers.
The company has looked to build alliances as a way of quickly expanding its reach and abilities. Interestingly, Moore’s hire comes just a month after Yell said it would partner with Microsoft Advertising on offering online services targeted to small business. Release