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Josh Line, who most recently was Paramount Global’s chief brand officer, has joined Yahoo as chief marketing officer.
In the new role, Line reports directly to Yahoo CEO Jim Lanzone, formerly CBS’s chief digital officer and CEO of CBS Interactive. Line assumes the role after former Yahoo CMO Tressie Lieberman left to become Starbucks’ chief marketing officer last fall.
Line, as Paramount’s chief brand officer, led enterprise-wide marketing efforts at the company. He left last summer after more than 13 years at Paramount and Viacom, shortly after the exit of Julia Phelps, Paramount Global’s executive VP and chief communications and corporate marketing officer. The role of chief brand officer was eliminated with Line’s departure.
While at the media conglomerate, Line played a key role in the launch of Paramount+ (in a rebranding the CBS All Access service). Line also led the company’s corporate rebranding from ViacomCBS to Paramount Global in 2022. Line chaired the company’s marketing council, led the establishment of marketing centers of excellence in media, production operations, marketing technology and social strategy,
Before serving as Paramount’s chief brand officer, Line led marketing, creative and digital studios at Comedy Central, Paramount Network and TV Land. Earlier in his career, he worked at agencies Scratch, Droga5 and Anomaly, working with clients including GM, BMW, Coca-Cola, Nestlé and Disney.
“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 said in announcing his hiring.
Line said in a statement, “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. 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.”
Yahoo is owned by private-equity firm Apollo Global, which acquired the company in 2021 from Verizon for $5 billion. Last week, Yahoo sold TechCrunch to investment company Regent.
