Yahoo has appointed former News Corp internet chief Ross Levinsohn as an executive vice-president.
Levinsohn will be reporting to chief executive Carol Bartz, who has an eye on his track record for executing digital media strategies to increase user engagement and accelerate topline growth.
"I am confident that Ross's strategic vision, in addition to his deep industry experience, will allow us to solidify our position as the largest digital media, content and communications business around the globe," she said.
Bartz has cut costs by outsourcing non-strategic services and handing over Yahoo's search engine to Microsoft, but is still struggling revive the company and boost market share after nearly two years at the helm.
Levinsohn joins Yahoo from private equity firm Fuse Capital, but has overseen News Corp's acquisition of MySpace, and worked on digital efforts at HBO and other companies, according to the Financial Times.
His appointment could ease investor concerns about Yahoo, which is struggling with a loss of user attention as social networks gain favour and rivals Microsoft and Google improve their search results, the paper said.
Officially, Levisohn is to handle advertising, media activities and partnerships, which has sparked speculation that he may have been brought in to oversee plans to either take Yahoo private or merge with AOL.