Kypreos will have full responsibility for P&L across all Bauer Media's digital activity including mobile, reporting to Paul Keenan, the group's chief executive.
While at T-Mobile he conceived and developed the operator's popular Flext pricing scheme and was promoted to the role of group executive vice-president, business development and innovation at T-Mobile International.
He has also worked as a strategy vice-president at Agency.com and has nine years of consumer marketing experience from time as marketing manager at Nestle and senior brand manager at Diageo.
Keenan said: "Tony's experience and expertise in creating, developing and managing digital businesses will be critical as our markets take shape.
"Challenging trading conditions demand clear digital propositions as advertising revenues seek shelter in the high ground of known and trusted brands."
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