She has been charged with leading the company’s global brand efforts and will report to chief marketing officer, Elisa Steele.
Baldwin’s responsibilities will include overseeing brand management, corporate messaging, integrated marketing and advertising.
It is believed that she will also be instrumental in the development of a major rebranding campaign for Yahoo!
Baldwin has previously worked as managing partner of Young & Rubicam Brands, Y&R Advertising and Wunderman.
In other recent marketing appointments Yahoo!’s VP of marketing for Europe, Kristof Fahy, was promoted to an international role following a restructure led by chief executive Carol Bartz.
Fahy now heads up Yahoo!’s marketing efforts outside of the US.
The internet company recently confirmed that it is working on several initiatives “to unleash [the] incredible power globally” of its brand.
Steele is spearheading the major brand overhaul, according to reports, amid speculation that the rebrand could have been the reason why the January unveiling of the new homepage was delayed.