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.
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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.