YOPA APPOINTS CHIEF MARKETING OFFICER
Yopa, the full service, fixed fee estate agent, announces the appointment of seasoned marketeer Pip Heywood as its chief marketing officer.
Heywood assumes responsibility for all aspects of the leading estate agent’s marketing strategy encompassing overall brand positioning and advertising initiatives with a specific emphasis on marketing effectiveness.
Heywood joins Yopa with over 15 years of experience in delivering impactful brand strategy and communications campaigns and best in class marketing integration, both internationally and for fast growing start-ups as well as FTSE 250 organisations. Her career history spans classic FMCG brand building and portfolio management through roles at Hovis and Imperial Leather, as well as cut-through online retail customer acquisition at Shop Direct where she headed up the Very.co.uk brand and, most recently, promoting intangible but essential digital services through her work with MoneySuperMarket, the price comparison website, where she spent the past five years.
As brand director at MoneySuperMarket, Heywood led a team of 25 and oversaw significant budgets to ensure that all marketing spend delivered a measurable return on investment and was clearly aligned with the business’ growth objectives and engaged new customer audiences. Pip contributed to a meaningful increase in the business’ brand revenue through creative, award-winning campaigns.
In her new role, Heywood will look to reinvigorate Yopa’s marketing function – which has launched recognisable campaigns fronted by four-time Olympic champion Sir Mo Farah – through leveraging her extensive knowledge of disruptive consumer-facing businesses to accelerate the company’s growth beyond its current position of eighth largest UK estate agency brand and its clear number two position in the hybrid estate agency space.
Ben Poynter, CEO of Yopa, says, “Pip stood out as an ideal candidate for the CMO role at Yopa on account of her strong experience in successfully executing consumer-focused marketing strategies. I have no doubt that she will make a major contribution to elevating Yopa’s position in the UK estate agency landscape and become a highly valued member of Yopa’s leadership team.”
Heywood adds, “Yopa is driving a transformation of the traditional estate agency model and I’m excited to join the team at such a pivotal stage of growth and to have the opportunity to build on its strong foundations. I’m proud to represent a young brand that puts the customer at heart of everything it does and is prepared to stand out from the crowd through disrupting and challenging the estate agency category norms and age-old wisdom.”
Yopa has already become one of the largest UK estate agency brands and continues to rapidly climb the rankings as more customers are attracted to its transparent and flexible way of selling houses. The company is disrupting traditional high street agencies by doing away with the unnecessary cost of high street shop fronts and leveraging its proprietary technology and scale to deliver a great experience for its customers, all for a low fixed fee which can be paid upfront or on completion of a house sale through its no sale, no fee offering.