As software and hardware redefine the car, PSA/Peugeot-Citroen is entrusting its digital strategy to Brigitte Cantaloube.

Cantaloube, who takes up a new position at the French carmaker as chief digital officer, comes from Yahoo. She will assume her new duties February 1 and report directly to CEO Carlos Tavares.

The Yahoo executive's appointment is in line with similar moves made by other carmakers, which have all looked toward Silicon Valley and the IT and consumer-electronics industries for senior managers to help them with their digital strategies. Volkswagen, Toyota and supplier Continental have all hired talent from internet and IT groups.


Cantaloube joins Peugeot from Yahoo (Photo: PSA)

"As the business environment is constantly changing, it is critical that we move faster and make digitalization a competitive advantage," Tavares said in a press statement. "The appointment of a chief digital officer will give our digital transformation the leadership it needs.”

Cantaloube is a graduate of the EDHEC business school in Roubaix in northern France. She began her career at France's Expansion media group and subsequently worked as sales director at the weekly L'Express.

She joined Yahoo in 2009 and most recently served there as vice president and commercial director for the internet company's operations in Europe, the Middle East and Africa.