Yahoo! dives into direct

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Over the past year, Yahoo! Inc. has been working hard to diversify its revenue streams beyond online advertising. Tiana Wimmer is heading up a key part of that effort in a potentially lucrative field: direct marketing.

Wimmer was hired in April as general manager-direct marketing, a new position, after 12 years at American Express Co., where she held several senior-level direct marketing positions.

She is overseeing all of Yahoo!’s direct marketing initiatives, which include its permission-based database, targeting capabilities and campaign management.

Wimmer is also heading up sales of Yahoo!’s direct marketing platforms to advertising agencies, research companies and direct marketers. While making b-to-b companies aware of Yahoo!’s direct marketing prowess is one of her greatest challenges, Wimmer said another is helping to change her company’s culture so that it becomes marketing-centric.

"I think my biggest challenge is to bring a marketing sensibility to Yahoo!," she said. "We have a lot of very loyal users. There’s enormous opportunity. We want to diversify our revenue stream, and direct marketing is a terrific vehicle to get this strategy off the ground."

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