Van Den Belt, who is fluent in Russian, will join as general manager and be based at its Moscow headquarters from June 1. She will take on overall responsibility for Sup.
At ITV, Van Den Belt's responsibilities will be taken on by Dominic Cameron, the broadcaster's chief technology advisor and one of the founding team members of lastminute.com and upmystreet.com. ITV said it will recruit a permanent replacement in the coming months.
in January 2007 from the Telegraph Media Group, where she was director of new media. Before that she held various roles at News International and worked at Russian titles including The Moscow Times and St Petersburg Times.
Jeff Henry, ITV Consumer's managing director, said: "Annelies has done a brilliant job relaunching as a leading broadband site that we are all very proud of and assembling an outstanding team of online professionals around her. We wish her well in her new role and thank her for all her hard work."
A press release issued by Sup, which means soup in Russian, said that the firm is "moving out of start-up phase and into a period of longer term development". The company claims it is ranked as the fifth largest online media company in Russia.
Andrew Paulson, who co-founded Sup in 2006 and is the firm's chief executive, said:"Annelies's experience of working in the media both in Moscow and London will be invaluable as the company grows.
"Our top priority now is to drive increased revenue from the impressive position which our businesses hold in the Russian online market. Annelies has all of the know-how, background and contacts to help us do that in Russia."
Van Den Belt said: "The chance to return to Moscow and work for a company which is as exciting and dynamic as Sup was too good to miss. The business is on a solid footing, it now needs to develop and expand.
"My experience in launching and developing successful digital properties will be put to good use. I am confident that with the team that Andrew has built, I will be able to play a big role in driving the business forward."
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