Grist, who joined Reach in 2022 as deputy chief operating officer, will lead a new customer function that will bring together teams from across editorial, commercial and operations, with a focus on growing and diversifying revenue.

Grist will be responsible for Reach’s digital subscriptions and print circulation revenues, e-commerce and affiliates, and the company’s New York-based US business.

Prior to Reach, Grist held strategy and transformation roles at Condé Nast and Boston Consulting Group, with earlier roles at Warner Bros. Discovery, the BBC and the UK Department for Education.

During his time at Reach, Grist has led the implementation of the company’s updated strategic priorities under chief executive Piers North, and has led the move into digital subscriptions.

Piers North, chief executive, Reach, said: “This new customer function reflects our ambitions as a business as we focus on diversifying our revenues and making our brands more relevant and part of people’s daily lives.

“George is a natural choice for leading this charge, with a clear understanding of the business and experience in building out our strategic priorities.”