Allison Breeding named chief marketing officer at Direct Travel

Direct Travel has named Allison Breeding as its new chief marketing officer.

A former executive of Apptio, an IBM Company, Docker Inc. and Red Hat, Breeding will lead Direct Travel’s global marketing team in driving brand recognition and demand.

“Over the past year, we have intentionally strengthened our executive team to accelerate Direct Travel’s next phase of innovation and market leadership. Adding Allison as chief marketing officer marks a pivotal step in this journey,” said Christal Bemont, CEO of Direct Travel, in a statement. “Allison’s extensive experience and proven ability to increase adoption and deliver measurable business impact will be instrumental in propelling our growth. Additionally, she will help enhance our strategic partnerships and supplier alliances, further strengthening our competitive position.”

Breeding brings over 20 years of global marketing leadership experience to her role at Direct Travel.

She most recently served as CMO of Apptio, an IBM Company, where she successfully transformed and scaled the revenue marketing practice, ensuring it aligned with the sales team and its focus on customer value.

This resulted in significant year-over-year growth and the company’s acquisition by IBM in 2023 for $4.6 billion, reads a press release.

Following the acquisition, Breeding transitioned the team into IBM’s business, setting them up for long-term success.

“This is an exciting time to join Direct Travel as we push the boundaries of innovation in corporate travel,” said Breeding. “I’m eager to work alongside this dynamic team to help shape the future of business travel. Direct Travel’s commitment to technology advancement, service excellence, and redefining the traveler experience is setting a new benchmark for TMCs.”

Over the last year, Direct Travel added several new members to its executive team, including Todd Pelletier as chief sales officer, Sarah Kuberry Martino as chief product officer and Dave Breslin as EVP customer experience.

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