Yahoo has drafted in the executive who played a key role in launching streaming service Paramount+ to lead the company’s global marketing strategies, brand positioning, user acquisition, and customer engagement initiatives.
Josh Line has been Paramount’s global chief brand officer since January 2022, having joined the business in 2011 from agency Droga5.
During this time, he steered Paramount’s marketing transformation, building a multiplatform marketing capability across brands like CBS, MTV, Paramount Pictures, and Pluto TV.
Line chaired the company’s marketing council, led the establishment of marketing centers of excellence in media, production operations, marketing technology and social strategy, and spearheaded the company’s rebrand from ViacomCBS to Paramount Global.
He has also worked at Scratch and Anomaly, leading accounts including GM, BMW, Coca-Cola, Nestlé and Disney.
Line will report directly to Yahoo CEO Jim Lanzone, who said: “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.
“At Yahoo, his expertise in driving brand strategy and fostering collaboration across every facet of marketing leadership will be crucial.”
Line added: “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. I’m thrilled to join Jim and the team to help build the future of Yahoo.”
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