• by David Goetzl  @dgoetzl, December 2, 2009

Two months after its top sales executive departed, the Weather Channel has turned to Yahoo for a replacement. Beth Lawrence, the Internet company's vice president of agency development, becomes TWC's executive vice president of advertising sales and media solutions, covering on- and off-air.

The move could be a further sign that TWC, which has been moving aggressively in the online and mobile space, believes this is where much of its growth lies in sales opportunities.

Lawrence effectively replaces the affable Paul Iaffaldano, who had been with the company for 16 years. A spokesperson said he left to pursue other opportunities.

Lawrence will report out of her New York base to CEO Michael Kelly. Kelly stated in regard to Lawrence: "Our goal is to be the industry leader in cross-platform media solutions."

Lawrence starts in January and will begin prepping for the coming upfront, which TWC said would emphasize "cross-platform strength and reach."

At Yahoo, she worked with agency holding companies on new business and execution of current deals. Prior to joining Yahoo in 2003, Lawrence held posts at AOL Time Warner and DoubleClick. NBC Universal holds a minority stake in TWC.