Ewan Douglas will become Channel 4‘s most senior sales executive outside London after his promotion to the role of agency principal, Manchester.

Earlier this year the broadcaster extended its structure of agency principals to its regional sales force, a decision that led to the departure of long-standing regional sales controller Bob Mullings.

Douglas, who has worked as group trading manager since joining Channel 4 in 2005, will report to head of agency sales Matt Salmon.

He will oversee both the Manchester-based team on York Street, the Belfast team and the relationship with Medialink, which sells on Channel 4’s behalf in Ireland.

Salmon said: “We have undertaken a comprehensive search across the media market for our new agency principal. Ewan has demonstrated both in the selection process and whilst covering the role that he has both the hunger and skills to change the face of Channel 4 representation outside of London.

“Channel 4 is committed to providing a more integrated service to all our customers, both agencies and clients. This appointment, alongside the soon-to-be announced partnership and digital manager, will ensure that we provide the day-to-day experience that our partners are seeking from Channel 4 Sales.”