• by Masha Geller , June 4, 2003

The woman who made such waves two years ago by shifting the Doritos SuperBowl TV dollars on the web, is going to a company that last year followed Doritos lead and opted out of the Super Bowl ad game. Cammie Dunaway this week accepted the position of Yahoo! chief marketing officer. Starting in late June, she will be responsible for leading Yahoo!'s worldwide branding as well as driving the company's product marketing initiatives, and will oversee all consumer, enterprise and partnership marketing initiatives, from product planning and positioning to execution of customer acquisition and retention strategies for Yahoo!'s premium and subscription services.

"Yahoo! has built an amazing brand with strong global recognition and incredible good will," Dunaway said. "This is a wonderful opportunity to build upon the company's reputation and lead the team that is integrating the brand into consumers' lives and making it essential for its customers. I hope to combine my evangelism for the Internet with my passion for the consumer to help the Yahoo! brand realize its greatest potential."

Functions that will report to Dunaway include brand marketing, international marketing and sales development, consumer and direct marketing, marketing solutions and customer care.

Dunaway will report to Chief Operating Officer Dan Rosensweig.

"Cammie is a classically trained marketer who brings a consumer-centric approach that makes her the ideal candidate to lead our global brand operations," said Rosensweig. "She brings a proven track record in building leading brands, leading large and successful teams and a deep understanding of what makes consumers tick. As a long-time Internet proponent amongst her marketing peers, Cammie appreciates the potential of this medium and we believe she'll bring great value to Yahoo's overall business."

Dunaway has spent the last 13 years at Frito-Lay Company, supervising brands such as Doritos, Cheetos, Lays, Ruffles and Rold Gold Pretzels. She was most recently vice president and general manager of kids and teen brands, where she managed volume and profit growth on a $3.5 billion portfolio and leveraged the Internet to reach this enigmatic demographic. She rebuilt Doritos.com and redirected the brand's Super Bowl media funds toward interactive marketing to fuel increased sales.

Dunaway is currently being featured in the Internet Advertising Bureau's "Superheroes" campaign for her efforts to champion interactive advertising as critical part of traditional media planning.