Walmsley, who has been with the company for 17 years, will work with clients of the Telegraph's advertising, marketing, reader offer and website departments to help forge closer relationships.
From his office in Manchester, he will continue to carry out his responsibilities as regional ad manager. He will also provide one-to-one contact and strategic creative consultation to senior clients.
"This is a great move for me and a challenge I'm very pleased to be taking on," Walmsley said. "The bottom line is I plan to develop strategic, long-term approaches for clients that will build their brands and develop product sales."
Walmsley will report to Len Sanderson, managing director of sales at the Telegraph Group.
David Henderson, advertising director at Northern Rock, said: "Tedd is probably the most pragmatic newspaper sales guy I've ever met. His gift is he has the intelligence and the empowerment to see the big picture, to create a deal that is good for both sides. How refreshing."
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