Fahy will now take on responsibility for Yahoo!'s brand and consumer marketing and communications activities for all countries outside the US. These areas of the business were previously overseen by local general managers.
Yahoo! wants to reposition to compete better with Google and Microsoft and maximise revenue potential in Europe and global emerging markets.
Fahy will manage three regional marketing heads. James Tipple, the former head of European consumer marketing, is promoted to Fahy's previous role, but will be based in Switzerland; Bennett Porter is responsible for emerging markets; and Jeff Han heads Asia-Pacific marketing.
Fahy said the new structure would improve co-ordination between US and international marketing on product launches and communications.
Yahoo! is expected to bring new advertising models, such as behavioural targeting for FMCG brands, to the UK this year. Fahy also said that some market-specific activity would be rolled out across multiple territories in future.
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