Haarlem, the Netherlands—VNU Tuesday named Michael Marchesano to the newly created position of exec VP-chief transformation officer. In his new role, Marchesano will lead VNU’s Project Forward, a three-year program designed to reduce costs, enhance margins and leverage VNU’s resources to improve the company’s competitive edge. Marchesano joined VNU in August 1999 as president of Bill Communications and in 2001 was named president-CEO of VNU Business Media USA. VNU has hired veteran b-to-b media executive Bob Krakoff to succeed Marchesano as president of VNU Business Media USA. Krakoff is currently chairman-CEO of Blantyre Partners, a media consulting firm. It could not be determined by deadline whether Krakoff will maintain a role at Blantyre. From 1996 to 2004, Krakoff was chairman-CEO of b-to-b media company Advanstar Inc., parent company of Advanstar Communications. Before that, he spent 23 years at Reed Elsevier. The flurry of executive moves at VNU comes two months after a consortium of private equity firms, called Valcon, bought VNU for roughly $11 billion.