Yamaha Corp. of America (YCA) announced that John Shalhoup has been appointed Chief Marketing Director, a newly created position. His new duties include developing and implementing new marketing strategies that ensure a cohesive Yamaha message across the company’s divisions and across all sales channels, and to strengthen and elevate brand awareness. He is also responsible for initiating cross-marketing relationships with alliance partners. Shalhoup joined Yamaha in 1998 as a Pro Audio and Combo (PAC) division District Manager for the Mid-Atlantic region. In 2001, he moved to YCA corporate headquarters to serve as National Account Manager for Guitar Center and Musician’s Friend. He was promoted to Director of National Accounts in 2005 and to Director of National Sales in 2008. Most recently, he served as Director of Administration in the company’s Band & Orchestral division.