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

Business Insider

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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