Yahoo has named Elisa Steele, former marketing exec at NetApp, as its new chief marketer. The firm's new CEO Carol Bartz has a connection to Steele through enterprise application firm NetApp, where Bartz serves on the board of directors. In hiring Steele, Bartz indicated a desire to centralize Yahoo's marketing teams and strategy.
Yahoo has not had a permanent chief marketing officer since October 2007, when Cammie Dunaway resigned from the post after a four-year stint. According to a Yahoo spokesperson, Bartz decided to re-establish the position.
The new CMO hails from NetApp, where she served as SVP of corporate marketing, handling a similar set of responsibilities. Steele also has management experience at Sun, AT&T, iPlanet eCommerce Solutions, and JavaSoft.
"Yahoo!'s marketing strategy and teams have become decentralized over time; hiring Elisa in the CMO role will quickly mobilize our plan to integrate the function globally and more effectively represent the Yahoo brand," noted Bartz in a company statement.
Steele's is the first major executive hire announced by Yahoo since Bartz took over the foundering company in January. The move could signal a shift at Yahoo toward recruiting from outside the digital media industry. Soon after her appointment as CEO, Bartz, previously CEO at design software firm Autodesk, suggested that her own tech-centric background will not prevent her from understanding the media market. "Media versus technology, that's a lot of nonsense," she said during a press conference in January.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
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