Internet portal Yahoo has hired a former Paramount Global executive to lead the online brand’s marketing efforts, according to a report on Monday.

Josh Line will serve as Yahoo’s Chief Marketing Officer as the company seeks to reintegrate itself into online culture, the Wall Street Journal said.

Line most-recently served as the Chief Brand Officer at Paramount, where he sent nearly 15 years, helping the company navigate through the merger between Viacom Corporation and CBS, the launch of Paramount Plus — which rebranded from CBS All Access — and the company’s build-out of Pluto TV and other streaming services. Line left Paramount earlier this month.

“Yahooooooooo! Practicing my yodeling skills,” Line wrote on social media. “It’s a huge honor to join such an amazing organization to help reignite love and cultural impact for an internet icon, especially during this exciting period of growth.”

Line reports to Yahoo CEO Jim Lanzone, who noted his “strong track record of scaling both emerging and iconic brands” and his “ability to build and lead high-performance teams.”

“Josh is the ideal leader to propel the Yahoo brand forward during this critical moment in our journey,” Lanzone said.