Following Serle's departure, Bauer Media's radio sales director Karen Stacey has been promoted to the new role of director of broadcast sales and brand solutions and will now lead the cross-media team alongside her radio and TV responsibilities.
In his new role at Orion Media, Serle will be the commercial director for BRMB, Beacon, Mercia and Wyvern FM in the West Midlands and their associated AM Gold stations and Heart 106 in the East Midlands when the deal to buy the stations is completed, likely to be later this month.
The OFT told Global Radio it had to sell the stations in order to complete its purchase of GCap media in 2008 and, following months of speculation, Riley, backed by private equity house LDC, won out over Bauer Media.
Serle and his family live in the Midlands and the move is understood to have been influenced by him wanting to work closer to home.
He has worked in radio for 15 years in roles including sales director for Radio Hallam in Sheffield and managing director for Bauer Media's Birmingham-based rock station Kerrang.
Riley, chief executive of Orion Media, said Adrian is one of the top "media sales management professionals of his generation" and the opportunity to hire him into our new venture was too good to miss.
At Bauer Media, Stacey will lead a 17-strong brand solutions team that Bauer Media says offers bespoke, interactive communication ideas involving audiences from all formats.
Within the team, Rebecca Lisca has taken the new role of cross- media business development director and will aim to develop a deeper understanding and closer relationship with advertisers.
In addition, Ruth Cuff has been appointed to the role of business planning director and will provide analysis and insight to clients.
The changes follow the departure of associate director of brand solutions Tim McCabe, who worked on Bauer's cross-media sales initiative, Bauer2.
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