The move is part of a continued shake-up of the media group's sales operation, aimed at boosting sales across its magazine and radio brands including FHM, Heat and Kiss FM.
Hayes, whose new job title is head of trading for magazines, joined Emap as commercial director of Heat in 2001, adding Closer to his responsibilities when it launched last year. He was previously at Northern & Shell, where he sold across its flagship newspapers the Daily and Sunday Express.
In his new role, he will sit alongside Emap Advertising's heads of markets and report to magazine sales director Theresa Coligan.
"Richard was up against extremely strong competition, but with his excellent experience and commitment to the business he was unquestionably the man for the job," Coligan said.
The appointment of a sales controller at Emap Advertising has been signposted for some time as part of a shake-up of the division's senior management.
The process began with the hiring of John Judge, former agency sales head at Granada Enterprises, to the new post of head of radio sales negotiations. This followed the sideways move of David Hipkiss to the role of trading director across all platforms from group account director for radio.
Emap then promoted sales controller Zoe Bartlett as new-business director.
Emap Advertising is headed up by managing director Dave King. He is joined on the division's board by Coligan, Bartlett and broadcast sales director Tim Bleakley.
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