The Times has been without an ad director since John Trickett left The Times in October after five years.
Trickett left following the appointment of Mike Gordon to the new role of commercial director, sitting between Trickett and Times Newspapers general manager Paul Hayes.
With Gordon's appointment Times Newspapers began to look at reshaping its commercial operation, making a clearer focus between traditional advertising and business development.
This week's changes are part of that development. Watkins, who was formerly deputy advertisement sales director, is succeeded by Annelies van den Belt, Times Online digital director, who has been promoted to deputy advertisement sales director.
In her new role she will retain responsibility for the management of Times Online while adding the duty of developing an on- and offline strategy across digital and classified platforms.
Claire Myerscough, a director of TNL division TNXL, takes on the newly created position of development director, incorporating all business development and sponsorship.
Hayes said: "TNL is the leading quality newspaper group and in order to maintain and build on this strength we need to adapt to the changing commercial landscape. We have endured three difficult trading years but with detectable signs of an advertising recovery emerging we feel that these changes will ensure that we can continue to offer our clients the most competitive, flexible and creative commercial solutions."
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