The mailing house scheme was created to encourage high standards of mail addressing and presentation, as well as good environmental practice from the mailing house industry.
Devine has worked for Royal Mail for 18 years, during which time he held a variety of sales and marketing roles within Parcelforce Worldwide and Royal Mail.
In his new role, Devine will report to Peter Rainey, head of indirect channels at Royal Mail.
Devine said: "Mailing houses play a key role in the future success of the direct mail industry by ensuring mail campaigns are of the highest quality possible.
"The postal market is changing and faces numerous challenges and I look forward to working with mailing houses to help drive up standards in operational and environmental performance."
Rainey said: "Tony has a wealth of experience of the postal market and is passionate about ensuring the direct mail industry continues to thrive.
"Under his leadership I am sure the Royal Mail mailing house scheme will go from strength to strength and encourage best practice in the industry."