Yahoo has announced the appointment of Josh Line as its new Chief Marketing Officer (CMO). In his new role, Line will be responsible for leading Yahoo’s global marketing strategies, brand positioning, user acquisition, and customer engagement initiatives. He will report directly to Yahoo CEO Jim Lanzone.

Line joins Yahoo from Paramount Global, where he served as Chief Brand Officer. During his tenure at Paramount, he played a significant role in launching Paramount+ and expanding the company’s direct-to-consumer streaming business. Line was instrumental in building a multiplatform marketing capability across various brands, including CBS, MTV, Paramount Pictures, and Pluto TV.

At Paramount, Line chaired the company’s marketing council and established marketing centres of excellence in media, production operations, marketing technology, and social strategy. He also led the rebranding of ViacomCBS to Paramount Global, marking a significant transformation in the company’s brand identity.

Prior to his role at Paramount, Line held leadership positions in marketing, creative, and digital studios at Comedy Central, Paramount Network, and TV Land. His career also includes experience at agencies such as Scratch, Droga5, and Anomaly, where he worked on projects for major brands like GM, BMW, Coca-Cola, Nestlé, and Disney.

Yahoo, known as a trusted guide for internet users for the past 30 years, continues to offer omnichannel solutions and data for advertisers. The company sees Line’s appointment as a strategic move to strengthen its brand and marketing efforts.

Jim Lanzone, CEO of Yahoo, expressed confidence in Line’s capabilities, stating, “With a strong track record of scaling both emerging and iconic brands, combined with his ability to build and lead high-performance teams, Josh is the ideal leader to propel the Yahoo brand forward during this critical moment in our journey.” Lanzone further added, “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.”

Line himself commented on his new role, highlighting Yahoo’s legacy and future potential. “At 30 years young, Yahoo is one of the internet’s most storied brands, and its mission to be a trusted guide through the digital wilderness is as relevant as ever,” he said. He also expressed enthusiasm about his new position, stating, “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. I’m thrilled to join Jim and the team to help build the future of Yahoo.”