Bauer has moved to halt the decline of Key 103 as part of a series of senior management changes in the North.
The Manchester station recorded its lowest ever numbers in the recent RAJARs, with 387,000 listeners down from 444,000 three months ago and 558,000 a year ago.
In the Bauer City Network changes, Chris Pegg moves from the North East to become regional content director in the North West, based at Key 103.
The company said he had been tasked with “the revitalisation of this iconic station”. He will also oversee Radio City in Liverpool and Lancashire’s Rock FM.
In other changes, Mike Cass will move to the newly created role of network content director, where he will be responsible for BCN1 networked shows as well as continuing to lead BCN2 and BCN3 teams.
Cass was previously regional content director for Bauer City North West.
Elsewhere, Alex Vladev will become content controller at Yorkshire’s Viking FM, and a new content controller for Radio Aire will be announced “in due course”.
The changes came into effect yesterday.