When you think of what Yahoo, what do you think of? Perhaps you think of your one lone aunt who still has a Yahoo email address. Perhaps you think of their catchy jingle that you rarely hear anymore. Or perhaps you simply think of Google, which crushed Yahoo's search engine offerings about ten years ago.
Yahoo's been slowly but surely trying to change that over the last few years, and their latest update is an exciting new hire: former JCPenney CMO Debra Berman has been hired as Yahoo's senior VP of consumer marketing, the first ever incarnation of that role at the company. According to CMO Kathy Savitt's blog post announcing the hire, Berman will "oversee product marketing, help drive audience engagement and lead consumer brand strategy."
In layman's terms, what we think that translates to is that Berman will be in charge of communicating the quiet updates Yahoo has been making to its brand to the everyday public.
So what has Yahoo been up to that they want you to know about?
And how might Berman be a part of communicating these efforts?
Before JCPenney, Berman worked at Kraft, and brings twenty years of marketing experience to Yahoo. At Kraft, the blog post said she, "unlocked the global potential for many iconic, heritage, and emerging brands. So clearly she has experience with a wide range of marketing stages for both established and new brands, and Yahoo might need a mix of both approaches in their attempts to make their "something old" into "something new."
What would make you move to a Yahoo user? What can be done for their image? Let us know in the comments below.