ATLANTA--(BUSINESS WIRE)--YP, the largest local search and advertising company in the U.S., today announced that Allison Checchi has been appointed Chief Marketing Officer. In this role, Checchi will be responsible for leading YP’s marketing, advertising, branding and communications efforts to improve the way the company connects consumers with local businesses. Based in Glendale, CA, she will report directly to David Krantz, Chief Executive Officer.
“Allison is a rising star whose vision and strategic approach are complemented by her unique combination of expertise in business and technology. We are thrilled that YP will continue to benefit from her demonstrated knowledge and talent,” said David Krantz, CEO of YP. “Allison has played a key role in YP’s transformation since joining our team two years ago. I am confident that her leadership will accelerate YP’s momentum in this next stage of our digital expansion.”
Since joining YP in 2011, Checchi has been integral to the company’s evolution as the leading local search and advertising company, most recently as Senior Vice President of Value and Yield Management and Business Development. In this role, she defined new revenue opportunities for YP’s consumer properties and further developed the value of YP’s Local Ad Network. Checchi also served as a key member of YP’s transformation team during the company’s spinoff from AT&T.
“YP’s unique combination of assets in its digital properties and large sales footprint enables YP to deliver engaging local experiences to consumers while also offering advertising solutions to local businesses, supporting our mission of helping local businesses and communities grow,” said Checchi. “I’m passionate about telling our story and believe we have the talent and assets in place to drive the YP brand in 2014 and beyond.”
Checchi joined YP from Bain & Company, where she spent more than 10 years at the global management consulting firm as a Principal in the Technology, Media and Telecom practice. While at Bain, she specialized in growth and competitive strategy across a wide range of industries, with a particular emphasis in advising media companies on their digital strategies. Checchi received a Master of Business Administration from Harvard Business School in 2004 and a Bachelor of Science in Economics and Engineering Science/Management of Technology from Vanderbilt University in 1999.
Checchi will oversee a growing team responsible for communications, advertising, marketing and branding, including recent distinguished senior hires: Kristen Morquecho, a Yahoo veteran who previously led communications at Citysearch and Spokeo, as Vice President of Public Relations and Industry Communications; Alex Kaminsky, formerly of ESPN, The Weather Company and Turner Entertainment, as Vice President of Brand Advertising.
YP is a multi-billion dollar company operating the largest local search and advertising business in the United States. YP's flagship consumer brands include the popular YP℠ app and YP.com, which are used by more than 70 million visitors each month*, and The Real Yellow Pages® directory. For Advertisers, YP is the leading local advertising solution to connect with the right consumers online, on mobile or in print. Advertisers have the ability to reach more than 90% of monthly Internet users across more than 300 affiliated online and mobile publishers via the YP℠ Local Ad Network**. YP products and services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning over 600,000 businesses. Cerberus Capital Management, L.P., one of the world's leading private investment firms, acquired a controlling interest in YP in 2012. For more information on YP, visit us at http://corporate.yp.com. Follow us on Facebook: http://www.facebook.com/YP and on Twitter:@YP.
*Internal Data, December 2013. Based on unique visitors across web, mobile web, and mobile app.
**comScore, December 2013. Based on visitation to YP.com Potential Reach Network plus YP’s SEM advertising partners’ publisher sites: Google.com, Yahoo.com, Youtube.com, Bing.com, AOL.com.