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The media company has promoted Greg Witham to the newly created role of trading and key accounts director for the advertising unit.

Hearst UK Cross Media, which has been in development since the start of the year, will offer key clients a single point of contact across the multi-media NatMag portfolio.

Advertising has been previously sold separately by the publisher's brands, which include Esquire, Good Housekeeping and Cosmopolitan.

Witham, who is currently head of advertising at NatMag's women's weeklies such as Reveal, will report to Salmon in his new role. 

He will lead the trading and key account teams responsible for negotiating NatMag's largest advertiser contracts with clients such as Procter & Gamble, L'Oréal, Unilever, Estée Lauder and Chanel.  

Hearst UK Cross Media is also in the process of recruiting for the role of planning director, to work alongside Witham and also report to Salmon.

The attempt to exploit the scale of its portfolio comes after , which is set to bring it brands such as Elle, Red and Psychologies in the UK.

, which promotes the benefits of magazines to entice adspend away from other media. 

As part of the initiative, Carat brokered a six-figure deal for Johnson & Johnson Compeed, which is traditionally a TV advertiser, across all women's brands at NatMag for four months.

Salmon said: "Hearst UK Cross Media is a significant investment by NatMag and we are delighted that Greg has joined the team in one of two senior roles."

Witham said: "I'm excited to have the opportunity to now work across all of NatMag's brands and look forward to the new challenge, and to working with all our clients and agency partners. It’s a great time to be joining Hearst UK Cross Media."

A spokesperson for NatMag said the company was undecided on whether it will appoint a replacement for Witham as head of advertising at NatMag’s weeklies.