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How Marissa Mayer Failed to Turn the Company Around – Variety. Marissa Mayer has sat behind the wheel at Yahoo for nearly four years.

She has had the luxury of running one of the world’s most recognized internet brands, with a surging digital ad market, a cooperative board, a truckload of cash and 1 billion monthly visitors. And still she has failed to turn things around at the beleaguered company.“Befuddlement is the best way I could characterize Marissa Mayer’s hire,” says Brian Wieser, senior analyst at Pivotal Research Group, of the onetime Google wunderkind’s arrival at Yahoo in July 2. Sure, you had someone who understood consumer use of digital media — but no core experience with Yahoo’s business, which was generating ad revenue from Madison Avenue.”Mayer, who will be 4. May 3. 0, now faces the prospect of the firm she was hired to save being sold off, and the possibility of being booted from her job. She has been largely protected from Wall Street’s wrath by the surge in value from Yahoo’s Alibaba Group holdings (although she had nothing to do with those gains).

But as Yahoo’s finances have continued to deteriorate, it has become apparent that Mayer has wasted time and money with a lack of cohesive vision and a mercurial micromanagement style that paralyzed growth opportunities, according to former employees and industry execs. As one shareholder wonders: “What the f— has Marissa Mayer been doing for the last three- plus years?”When Yahoo hired Mayer, the company was in a position to become a real player in social media, and to blossom into a much bigger digital- media property that could leverage increased revenue from its huge audience.

Instead, Mayer spent $1 billion on blogging startup Tumblr, which three years later hasn’t produced any meaningful revenue, while unilaterally abandoning an array of content initiatives. In turn, she has doubled down on search, which Yahoo is fueling with pricey paid- traffic deals with two of its biggest rivals, 
Microsoft and Google. But prior to Mayer deciding it was critical to Yahoo’s future, web search hadn’t been a strength since the company’s earliest days. Let’s not be hyperbolic: The use case was literally accidental searches on the homepage,” says a former Yahoo exec. Mayer’s interest in beefing up search, according to this source, is because “she has a real chip on her shoulder about getting thrown out of search” at Google.

In 2. 01. 0, she was demoted by then- CEO Eric Schmidt from her position as Google VP of search products and user experience to a job overseeing local content, maps, and location services.)“The Yahoo way is, ‘We’ll throw 1. But you need a sniper rifle in this business.”Rich Tullo, analyst. Now Yahoo investors waiting for Mayer’s turnaround miracle to materialize have thrown up their hands. Activist/investor Starboard Value — exasperated at the lack of progress on Mayer’s watch — threatened to oust the CEO and the current board by nominating its own slate of directors. Last month, Yahoo averted a potentially ugly proxy fight with the fund by appointing Starboard chief Jeffrey Smith and three Starboard- backed directors to the board. The shakeup increases the likelihood of a Yahoo sale, given Starboard’s position on the issue. For now, 
Mayer’s job at the company appears safe, but all bets are off if the new board finds a buyer.

In the event she’s fired within a year of an acquisition, Mayer stands to receive a severance package worth about $5. Mayer, through a rep, declined a request for an interview. At this point, the task of trying to revive Yahoo will almost certainly fall to an acquirer or a new management team. Earlier this year, the company’s board bowed to pressure to put itself on the block, and Yahoo is reviewing bids from parties including Verizon and several private- equity firms, while billionaire Warren Buffett says he’s willing to back a play for the company by his friend Dan Gilbert, founder of Quicken Loans. Verizon, which snapped up AOL for $4. Yahoo and AOL. A Wall Street Journal report last week said Verizon and other bidders planned to offer between $2 billion and $3 billion for Yahoo — far less than the $8 billion or more the company has been expecting. Transylmania Full Movie Part 1 here.

So Mayer’s legacy at Yahoo may be as the CEO who drove it into a fire sale. You’d think Verizon would be interested in it just for their traffic, and fire everybody in a classic strategic- acquirer move to take cost synergies out,” says Brett Harriss, media and entertainment analyst at Gabelli & Co. No one can accuse Mayer of standing still.

Under her leadership, Yahoo has bought some 5. Eric Jackson of 
Spring. Owl Asset Management. Many of those deals are smaller acqui- hires — buys of companies for their staff, not the products they sell — in the mobile space.

Analysts criticize the approach as a scattershot strategy that has failed to move the needle. The Yahoo way is, ‘We’ll throw 1. Rich Tullo, analyst with Albert Fried & Co. But you need a sniper rifle in this business.”Mayer has touted growth of Yahoo’s so- called “Mavens” business, comprising mobile, video, native, and social ads. That segment represented $3. Over the past three and a half years, we took a company that, despite its rich history, faced legacy revenue declines, and we forged a Yahoo that is stronger and more modern,” Mayer said on the company’s first- quarter earnings call in April. But so far, Mavens has not stopped the bleeding at Yahoo.

The company is projecting 2. Knowing Full Movie Part 1 on this page. Mobile was something Yahoo had to go after,” says Scott Kessler, equity analyst at S& P Global Market Intelligence.

The problem is, after all the M& A, people asked, ‘Are these actions really going to enhance the company’s growth profile?’ What became apparent was that they didn’t.”Both search and display ad revenue for Yahoo will drop by double- digit percentages this year — even as heavyweights like Google and Facebook continue to punch up sales 
in the growing sectors, according to research firm e. Marketer. Tumblr has been a particular disappointment for Yahoo. It’s a hipster- porn platform, essentially,” says Tullo.

Why isn’t it Pinterest or Instagram?” Tumblr will contribute just $2. Yahoo’s bottom line on $8. Sun. Trust. Reflecting Mayer’s poor track record of deal- making, in the fourth quarter of 2. Yahoo recorded goodwill impairment charges of $1. That included a $2. Tumblr. Yahoo said in an SEC filing that it is “reasonably possible” it could write down all of the remaining goodwill associated with Tumblr. One acquisition that does seem to have helped is Yahoo’s $6.

Bright. Roll in November 2. Yet that contributed only “incremental revenue” for full- year 2. Yahoo’s need to enhance its ad- tech capabilities was already long overdue by then. On the media front, Mayer has simply been out of her depth, insiders say. She came to Yahoo boasting Silicon Valley chops — she was Google’s first female engineer — but she has never had a real understanding of the media business, they say.“She believes she can figure it out on her own,” says a former top Yahoo exec. Her attitude is, ‘I watch TV shows, so I know TV shows.’” Mayer hired Katie Couric — in a deal reportedly worth up to $1.

TV news personality, without a sense of where and how Couric’s brand would appeal to Yahoo’s user base, according to this source. At first, Mayer was gung- ho on expanding Yahoo’s media business, particularly in video entertainment, approving a Netflix- like slate of scripted original series with a seven- year business plan to recoup the investment (although the company had not yet acquired rights to the content over that time period). Last fall, Yahoo became the first internet outlet to live- stream an NFL game exclusively online, attracting 1. It’s unclear what the average audience was for the one- off.)Even earlier, in 2.

Yahoo was among the bidders for Hulu before that company’s media- conglomerate owners decided not to move forward with the sales process. Yahoo also envisioned competing with Google’s 
You. Watch The Best Thief Partner Online. Tube, making a $2.