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Matthew Newton, formerly a planner and buyer at media agency Radio Works, is to join Gaydar on 3 July to fill the newly created position.
Newton will lead a team of five, including two recent hires, and report directly to commercial director David Muniz.
Muniz said Newton would build on non-traditional revenue business, tapping into his contacts among larger bluechip brands, as well as looking after general sales.
The radio station wants to build on recent promotions such as its partnership with Madame Tussaud’s for Gaydar days at the waxworks museum.
Newton was at Radio Works for three years where he was senior account manager. He has previous experience at MindShare both in London and in Melbourne, Australia and has also worked at Chrysalis.