Iliffe-Moon emphasizes the importance of authenticity in brand storytelling as Yahoo reintroduces itself to consumers. With a focus on coherence between marketing and communications, her team aims to leverage real-time marketing strategies. Additionally, the recent Super Bowl ad marks a renewed marketing effort, featuring Bill Murray, while a nostalgic social media campaign celebrates Yahoo's 30th anniversary. Iliffe-Moon, who has a diverse background in communications, believes AI can assist teams in scaling operations without compromising strategy.
"Owning who you are and telling that story on repeat is incredibly important. And I think brands fail when they're trying to be something that they're not."
"When marketing and comms are in sync it can unlock so much. ... This is the year of real-time marketing and that aligns with a lot of skills that comms pros typically bring."
"AI is a great thought partner or jousting partner, but it can also really give you time and space to scale in a different way."
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