Effective 1 March, Gregory will be responsible for the overall media strategy at O2 as well as building mobile ad opportunities for brands.
He will be charged with developing the business and developing deals and partnerships with other brands.
O2 said Gregory's appointment will help O2 ‘fundamentally change the way advertisers target and reach consumers in a very personalised environment'.
O2 launched its media business last year to provide advertisers with targeted marketing opportunities across its mobile, email, online, in-store, direct and experiential channels.
Gregory will report to Telefónica O2 UK customer director, Tim Sefton.
He left Blyk last month, and has previously been new media director at The Telegraph Media Group as well as board director for Emap where he stayed for 11 years.
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