• by Tobi Elkin  @tobielkin, February 2, 2017

Programmatic media firm Collective named Kerry Bianchi chief executive officer, adding to her role as president. Collective Founder Joe Apprendi will take the position of executive chairman.

As president & CEO, Bianchi will will have day-to-day accountability for executing the company’s vision across the entire organization, overseeing Collective’s combined business operations, including the company’s Visto technology division and its Compass media unit.

Bianchi joined Collective in 2015 as chief operating officer. She was promoted to president in July 2016. Prior to joining Collective, Bianchi held leadership positions at E*TRADE, Accenture, Time Inc., and TBWA Chiat Day.

As executive chairman, Apprendi will continue to have an operating role in the business, with a focus on overall corporate strategy, industry partnerships and product vision.

In 2016, Collective's business split into two units--one markets its VISTO self-service product and the other is its managed service group. The managed service media business represents the majority of Collective's business, about 80% of its revenue. The company needs to grow its self-service business.