John Pye Appoints New Head of Marketing to Strengthen Brand and Digital Strategy

John Pye & Sons Ltd has appointed senior marketing strategist Joe Macaulay-Yeoman as its new Head of Marketing, as the national auctioneer steps up its focus on brand growth, customer experience and digital innovation.

Bringing a background in technology-led, data-driven marketing, Joe joins John Pye following senior roles with a number of globally recognised brands, including Pepsi, Walkers, Tropicana and Global Media & Entertainment Group, the company behind radio networks such as Capital, Heart, Smooth, Radio X and LBC.

Most recently, he served as Marketing and Insights Director for Northern Europe at Tommy Hilfiger and Calvin Klein, where he led regional marketing teams across the UK, Ireland and the Nordic countries. His work focused on building tech-enabled marketing strategies designed to increase brand visibility, strengthen customer engagement and drive commercial growth.

At John Pye, Joe will be responsible for shaping and delivering the company’s overall brand strategy, with a particular emphasis on creating a more connected and customer-centric buying journey. A key part of his role will be guiding the business through its next phase of digital development, including upgrades to its online auction platforms and the rollout of more user-friendly mobile applications.

Speaking about his vision for the business, Joe said he wants to position John Pye as the first place people think of when buying through auction. His aim is to create a brand that feels accessible, intuitive and trusted across a wide range of buying categories.

He also highlighted the importance of balancing innovation with heritage, noting that John Pye’s long-standing reputation as a family-run auctioneer remains central to its appeal, even as the business continues to evolve in a digital-first marketplace.

Joe’s appointment will see him lead an eight-strong in-house marketing team, using insight and data to improve the customer journey for John Pye’s more than one million registered bidders. By combining global brand experience with auction sector expertise, the company is looking to further strengthen its position within the growing re-commerce market.

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