Bailey, who has already started in the role, was director at consultancy 300 Million, which created Yota’s identity when it launched in 2008.
Yota is undertaking a global expansion and Bailey’s appointment comes as it opens a London office to focus on business strategy, brand marketing, communications and product innovation.
The Yota Group, run from the London office, will look after all local operational business and is to be headed up by chief executive Dennis Sverdlov.
Bailey says, ‘Our brief is clear – to demonstrate to people the benefits of the “always connected” lifestyle through being the best communicators in the business.’
Yota, which has 500 000 customers in five networked cities across Russia, has just launched its first network outside the country, in the Nicaraguan capital of Managua.