Yahoo has named Tressie Lieberman as its new Chief Marketing Officer (CMO) after an extensive search, as announced by the company. With two decades of traditional and digital marketing experience, Lieberman has a proven track record of managing major consumer brands, including Chipotle, Taco Bell, and Pizza Hut. As Yahoo’s CMO, she will report directly to Yahoo’s CEO, Jim Lanzone.
Lieberman’s responsibilities at Yahoo will span a vast horizon. She will oversee all facets of the company’s global marketing strategies, brand positioning, user acquisition, and customer engagement initiatives. Consequently, she will play an instrumental role in determining the brand’s trajectory and growth strategy.
Yahoo’s CEO, Jim Lanzone, praised Lieberman, stating, “To say Lieberman stood out during our search process would be a massive understatement.” He further extolled Lieberman’s blend of core marketing competencies, leadership attributes, people skills, and strategic creativity, particularly in digital and social channels, as incredibly rare.
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Lieberman’s arrival at Yahoo follows her successful tenure at Chipotle from 2018 to 2023, where she held the position of Vice President of Digital Marketing and Off-Premise. Her exceptional work at Chipotle included driving new customer growth and enhancing brand relevance, underlining a significant digital transformation for the brand.
Lieberman notably launched and expanded the Chipotle Rewards program, growing it from inception to a remarkable 33 million members. This accomplishment rendered it one of the industry’s most successful loyalty programs.
Under her stewardship, Chipotle emerged as a preferred brand among Gen Z and pioneered new platforms such as Roblox, Discord, and BeReal. Her strategies led to breaking sales records with influencer collaborations across TikTok. Lieberman’s approach to viral, social-driven content resulted in over four billion views for a single campaign, boosting significant sales growth. Her oversight of integrated campaigns and delivery partnerships significantly contributed to nearly a five-fold increase in Chipotle’s digital revenue during her tenure.
Before her role at Chipotle, Lieberman held multiple positions at Taco Bell from 2012 to 2016, where she was crucial in connecting the brand with the millennial audience. She also played a significant role at Pizza Hut from 2006 to 2012, holding numerous roles in digital marketing.
Expressing her excitement about her new role, Lieberman said, “The opportunity to push the boundaries and take the brand into the future is a dream. I couldn’t be more excited to work with Lanzone and his team to steer the path they’ve set forth through disruptive campaigns that engage with culture in new and exciting ways.”
Recent business development also saw Yahoo acquire a 25% stake in the content discovery and ad network Taboola, cementing a 30-year commercial agreement that made Taboola Yahoo’s native advertising partner.
Based on Marketing Interactive.
