In a blow to Microsoft's Bing, general manager Danielle Tiedt is to lead consumer marketing for Google's YouTube and the move highlights a big change at the video Goliath.
Tiedt, 15 years at Microsoft, mainly at MSN, was most recently behind the "Bing is for Doing" campaign and was also involved in the $100 million drive launched Bing in 2009. Her new title at You Tube is VP-marketing.
Google said in a statement, "We are excited to have someone of the calibre of Danielle Tiedt on board as our VP of marketing. She will play a pivotal role as we move forward into our next phase of growth."
The hire signals a bigger focus at Google on what the YouTube brand means to consumers, said AdAge.
"Once known mostly for funny amateur "viral" videos and music videos, YouTube is attempting to make the transition to an entertainment brand, a real alternative to other forms of video entertainment, such as TV," said AdAge. YouTube is launching 96 entertainment "channels," in hopes of creating TV-like appointment viewing - and attracting TV-like brand advertising dollars." Tiedt will be a key figure in all that.