Yahoo appoints Josh Line as CMO to revitalise brand

In a move to revamp its global marketing efforts, Yahoo has named Josh Line as its new chief marketing officer. New York-based Line, formerly Paramount Global's chief brand officer, will oversee global marketing strategies, brand positioning, user acquisition, and customer engagement, reporting directly to Yahoo CEO Jim Lanzone, formerly CBS’s chief digital officer and CEO of CBS Interactive.

 

Line succeeds Tressie Lieberman, who left Yahoo in October to join Starbucks as its chief marketing officer. With a proven track record of scaling emerging and legacy brands, Line is expected to help Yahoo regain its cultural relevance and strengthen its presence in the digital realm.

 

"I couldn’t be more excited about the opportunity to reignite love and cultural impact for this iconic brand and drive growth for its portfolio of leading products," Line said. "I’m thrilled to join Jim and the team to help build the future of Yahoo.”

 

Established in 1994, Yahoo was a pioneer in the early internet era, but its influence declined as Google rose to prominence. Despite this, Yahoo remains a significant player, attracting 3 billion global web visits in February, according to SimilarWeb. This places it in a similar range to Amazon.com, which saw 2.3 billion visits. Asian markets like India and Taiwan are among the top five biggest visitors to Yahoo globally. 

 

Recently, Yahoo made a notable marketing push with a regional Super Bowl ad featuring Bill Murray, its first Super Bowl appearance since 2002. The company is owned by Apollo Global Management, which acquired it from Verizon in 2021 for approximately US$5 billion.

 

 

Line brings extensive experience from his 13 year tenure at Paramount, where he played a key role in launching Paramount+ and rebranding the company from ViacomCBS. He also led marketing efforts at Comedy Central, Paramount Network, and TV Land, and worked with prominent ad agencies like Droga5 and Anomaly.

 

"Josh is the ideal leader to propel the Yahoo brand forward during this critical moment in our journey,” Lanzone said. “I am excited to welcome Josh to Yahoo, where his expertise in driving brand strategy and fostering collaboration across every facet of marketing leadership will be crucial.”