Yahoo! creates new global brand role

Yahoo! has appointed Penny Baldwin to the new role of senior vice president, global integrated marketing and brand management.

Penny Baldwin
Penny Baldwin

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here