Cheffey previously ran the travel division of Sky Text and will take over some of responsibilities of Nick Jones, who left YSM to become managing director of the I-Spy start-up in December 2006.
The appointment comes at a crucial time for YSM, which is expected to roll out its much vaunted Panama search advertising system to the UK in the coming months.
Richard Firminger, regional sales director for Yahoo! Search Marketing in Northern Europe, said: “This will be an exciting proposition for all our travel advertisers as our completely re-designed search marketing platform allows them to target users online with greater relevancy – which will translate into superior return on their advertising spend.”
Cheffey said: “Search marketing is an essential marketing tool for the travel industry and I am delighted to be in a position where I can assist clients with research and analysis to achieve their marketing objectives.”