Sanderson, who reports to managing director Simon Blackmore, was previously an account manager at UBC Media, which owns 49% of Oneword.
He transferred last week along with a team of four sales staff as part of a restructure to boost the sales capacity of Oneword, which is also owned by Channel 4.
"Previously, Oneword utilised UBC as a kind of sales house, but now with the radio station investing more in programming, it decided to set up a dedicated sales team," Sanderson said. "With Channel 4 involved, there are more budgets and more programming is commissioned. The audience has grown by 9% year on year in the first quarter and digital radio is growing generally, so it seemed like the right time."
Sanderson takes on responsibility for generating commercial revenue through traditional airtime ads, sponsorship and promotion and also new digital opportunities such as buying music through a mobile phone.
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