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SEARCH NEWS: New B2B marketing head joins Google

Google has announced the appointment of its first head of business-to-business marketing in the UK.

James Elias, 31, joined the search engine giant this week to head up its B2B marketing division and define a B2B marketing strategy and communications plan across its products including AdWords, Adsense and Analytics.

Part of Elias's role will involve the execution of online and offline marketing programs and events to target small and large advertisers and publishers. Earlier this year, UK product marketing manager Lee Hunter told B2B Marketing that Google had trialed press ads in a bid to embrace more traditional advertising routes and that it would be investigating the potential of other mediums it has not previously used including outdoor, ambient and radio advertising, this year.

Elias joins Google as the former MD of online stockbroker E*trade, where he oversaw its retail business.

Google has for some time been growing a team dedicated to managing its business marketing efforts in the UK, in a move that further marks out the search engine's attempts to build relations with small to medium-sized advertisers and partners, and has made no secret of the fact it wants to better target the SME market.