American web portal Yahoo has named Paramount’s Josh Line as its new chief marketing officer (CMO).

Line will lead the company’s global marketing strategies, brand positioning and customer engagement initiatives, and will report to Yahoo’s CEO Jim Lanzone.

“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,” said Line.

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“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.”

Prior to joining Yahoo, Line was global chief brand officer for Paramount, where he worked across CBS, MTV and Paramount Pictures. He chaired the firm’s marketing council and led rebrand from ViacomCBS to Paramount Global.

He has also held positions at Comedy Central, Paramount Network and TV Land.

“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,” said Lanzone.

“I am excited to welcome Josh to Yahoo, where his expertise in driving brand strategy and fostering collaboration across every facet of marketing leadership will be crucial.”