As part of a long-term strategy to drive growth, United Shore Financial Services announced that Barbara Yolles will become the company’s first-ever chief strategy officer. The appointment was effective Nov. 1.
“Barbara is a marketing visionary with deep experience in business and brand growth,” Mat Ishbia, USFS president and CEO, said. “She is an asset to our executive management team and will be a key as we build sustainable growth going forward.”
In the new role, Yolles will lead business/brand strategy and corporate communications for USFS and its portfolio of brands which include United Wholesale Mortgage, Shore Mortgage and Capital Mortgage Funding. USFS is one of the largest independent mortgage lenders in the United States. Recently, the National Association for Business Resources named USFS as one of the “2013 National Best and Brightest Companies to Work For.” That award followed recognition as an elite award winner in “Metro Detroit’s Best and Brightest Companies to Work For” program and recognition from the Detroit Free Press as a Top Workplace.
In 2013, USFS was recognized as a Top Tech Savvy Lender for the third year in a row by Mortgage Technology Magazine.
“The energy and enthusiasm at USFS is unstoppable,” Yolles said. “It is thrilling to be involved with such an innovative and successful company and to join a great team that is truly helping people achieve an important part of the American dream – home ownership.”
Yolles brings 25 years’ experience in advertising and marketing to USFS. Prior to joining USFS, Yolles was chief marketing officer at Campbell Ewald in Warren, Mich. Earlier she was chief growth officer of McCann North America where she led the business development efforts of nine offices and was instrumental in repositioning the agency among key growth prospects.