Tressie Lieberman became Yahoo CMO in 2023, and aims to bring back the brand's "iconic energy"

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Tressie Lieberman, CMO of Yahoo, discusses her connected strategy to bring back Yahoo's "iconic energy". She was interviewed at the Cannes Lions 2024 International Festival of Creativity.

Transcript

00:00It's been nearly 10 years since Yahoo's had a CMO.

00:02And when I came into the company,

00:04there was a lot of great work going on, focused on retention.

00:07But we weren't exploring enough around growth and brand

00:09differentiation.

00:15So I think about my role as coming in and bringing back

00:19the iconic Yahoo energy, bringing in our personality,

00:22showing people how we're different,

00:24and driving that growth.

00:25And I think we'll definitely be able to provide

00:28that power of both bringing brand and growth

00:30together to make a big impact.

00:31When I came into the organization,

00:33marketing was living in a lot of different teams.

00:35And so the first thing I did was really

00:37think about a thoughtful culture and marketing team

00:39and truly wanting to be best class.

00:42So we have a vision.

00:43It is long, but it is to be the most caring, collaborative,

00:46creative, and connected team in the world.

00:48And I believe that Yahoo started as one

00:50of the greats in marketing.

00:51And we will be one of the greats in marketing.

00:53And so we've been assembling a team of what Adam Grant calls

00:56humble stars.

00:58And we want to do work that is really shaping the industry.

01:01And so I was able to come in and fill some gaps,

01:03like bringing in the best social team, the best influencer

01:06team, and thinking about brand marketers who could really

01:08start to shape our story, and then also bringing in the growth

01:11marketers who would be able to drive that growth across all

01:14of the Yahoo portfolio of brands.

01:16And so it was very important to mobilize

01:18the team as our first step, and then

01:20build a connected strategy that could

01:21serve the entire organization and all of our stakeholders,

01:24because we have Yahoo Sports, Yahoo Finance,

01:26Yahoo News, Yahoo Mail.

01:28Thinking about each of those has their own set of consumers,

01:31and we need to deeply understand a unique strategy

01:34and a unique positioning.

01:35And so bringing in that team to build that right strategy

01:38and positioning is going to be critical for our future.

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