As expected, veteran record exec Dave "One of the Greatest of all Prog-Rock Bands Was" Yeskel is now setting sales at V2.

The former J Records VP Sales is the new Senior Vice President of Sales for the label, it was officially announced by Exec. VP/GM Steve "Baby’s Got" Backer.

In this new capacity, Yeskel will be responsible for overseeing the creative development of sales campaigns on behalf of the label roster, which includes The White Stripes, Moby, Grandaddy, Stereophonics, Elbow, The Datsuns and highly touted newcomer Katy Rose. He’s also in charge of keeping owner/founder Richard Branson’s balloon filled with hot air and serving cocktails on Virgin Airlines.

Commenting on the appointment, Yeskel said: "To have this opportunity to join V2 in this role is the chance of a lifetime. Not only is the roster and A&R the envy of the industry, but the model that President Andy Gershon, GM Steve Backer and the entire V2 team have created is indeed proving to be the future of the music business. V2 is a very lean, aggressive and creative company that has proven it can deliver big-time hits and still retain tremendous credibility. Simply stated, I am beyond thrilled to be part of this amazing company. And if the Stripes ever decide to add a bassist, I’m ready to step right in."

Added Backer, to whom Yeskel will report: "This was a no-brainer…which is why I thought of it. Dave’s reputation as one of the best sales guys out there is obvious, but he is also a great ‘record’ guy in the truest sense. I expect his contribution to be far beyond the traditional sales role. I also expect him to tell Clive stories at the weekly marketing meetings."

While at J, Yeskel oversaw the successful retail campaigns for Alicia Keys, Luther Vandross and Busta Rhymes. Prior to that, he held senior positions at Windham Hill and Island, where he worked with U2, The Cranberries, Melissa Etheridge and Chris Blackwell’s rolling machine.