Former vice president of digital marketing at Chipotle Tressie Lieberman has been named Yahoo’s new CMO. The industry veteran will lead the company’s marketing strategy and operations globally.

Lieberman, who has spent twenty years leading marketing efforts with major consumer brands such as Chipotle, Taco Bell, and Pizza Hut, will now be responsible for overseeing Yahoo’s global marketing strategies, brand positioning, user acquisition and customer engagement initiatives––ultimately working to shape the brand’s direction and growth.

In a recent statement, Yahoo CEO Jim Lanzone said that the tech company chose Lieberman for her “extremely rare” combination of marketing, leadership, people and strategic social media skills.

During her time at Chipotle, Lieberman helped the chain appeal to Gen Z audiences through multiple initiatives. She launched and scaled Chipotle’s loyalty rewards program, onboarding 33 million members, while helping the company join emerging social platforms like Roblox, Discord and BeReal, and utilize TikTok via influencer collaborations.

“I have always been drawn to the Yahoo brand,” Lieberman said. “The opportunity to push the boundaries and take the brand into the future is a dream.”

Lieberman is joining Yahoo soon after Lanzone announced his goal to take the company public again, telling The Financial Times that the Silicon-based company is “ready financially, the company has a great balance sheet, we’re very profitable.”