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The National Magazine Company's digital division was created in October, after the company acquired the digital publisher Handbag Group.
Handbag managing director Nancy Cruickshank was appointed managing director of the new division, which includes all the websites for NatMags' magazines.
Cruickshank has created three centralised divisions covering sales, marketing and production.
The centralised sales team includes former Handbag staff, the NatMags online sales executives and the sales team from Netdoctor, the consumer health site the publisher acquired in March.
The sales team is to be headed by digital ad director Niall Hogan, who joined NatMags from Emap in May.
Hearst Digital is also looking to recruit a head of agency sales who would work alongside head of client sales Stuart Flint.
Alicen Stenner, previously brand director at Handbag, will take charge of the marketing department, with responsibility for trade, search, and e-mail marketing, and all e-business relationship management.
Julian Downing, currently publisher for NatMags Digital, will head the production department and take a project management role for development of new websites.
Downing joined the company in 2001 from Citrus Publishing and founded NatMags' contract publishing division, which closed in 2004.
NatMags has already been updating some of the websites from its magazine portfolio and so far this year has relaunched sites for Cosmopolitan, Men's Health, Country Living and Good Housekeeping.