Alphabet appoints Paton to lead marketing charge in the UK

3 April 2025, Farnborough, UK: Leading business mobility provider Alphabet (GB) has appointed Jill Paton as its Head of Marketing and External Communications to optimise the company's marketing strategies and drive business growth.

Paton takes up her new position after 25 years’ experience within the BMW Group in various roles, including 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). 

Early on in her career, Paton spent numerous years in marketing and business development within Alphabet International, setting up 10 new, but now well-established, markets across Europe. She succeeds Suzanne Gray, who retired on 31 March after a distinguished 35-year career with the BMW Group.

Speaking of her appointment, 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,” added Paton.

In response to Paton’s appointment, 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 was also quick to commend the work of Gray, adding: “Suzanne’s leadership has left an indelible mark through her work at Alphabet and across the BMW Group over the past four decades. She’s inspired so many and will be deeply missed. We wish her the very best following her retirement.”