Rowley will work alongside digital managing editor Robert Hardie across the 30-strong network of This Is regional news and events websites.
Reporting to Mark Milner, managing director of AN Digital Integrated Media, Rowley will be tasked with developing Associated Northcliffe's digital activities and with the company's regional managing directors.
Prior to joining Associated Northcliffe Digital, Rowley was digital director of the Evening Standard, and has more than 20 years' newspaper and magazine publishing experience.
Milner said: "We've achieved significant growth on and are now at a point on the This Is network where, with Mike and Robert in place, we have first-class digital management working with the exceptional digital teams.
"Mike has been the driving force behind ThisIsLondon.co.uk, and with his wealth of digital and newspaper publishing experience, it was clear he was the best man to work with."
Rowley's joining follows a raft of senior appointments at Associated Northcliffe Digital over the last six months, including Alan Revell being made chief operating officer, and Richard Shamsi becoming finance director.
The network also includes This Is Money, This Is Leeds and This is Cardiff, among others.
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