A regional publisher has poached a rival company’s digital content chief to serve in a newly created director role.

Reach plc has announced the appointment of Martin Little, currently digital content director at JPIMedia, to the post of audience transformation director.

Martin, pictured, will be responsible for leading Reach’s “focus on loyal audiences as part of the wider customer value strategy” and will work across national and regional titles as part of the company’s digital editorial leadership team.

He will report to chief audience officer David Higgerson in the role.

Prior to his current post at JPIMedia, Martin was the online editor at Aberdeen daily the Press & Journal and head of business development at Romanes Media Group.

He began his career as a reporter on a free weekly newspaper in Stirlingshire.

Martin said: “The scale of audience across the Reach portfolio is genuinely remarkable and a major draw for any digital journalist.

“But what really captured my imagination are the plans to create even more noise around some of the country’s most well-known newsbrands, deeper connections with the readers and a greater focus on the needs of the most loyal customers.

“So many publishers operate in broadcast mode, but Reach has recognised the opportunity not just to publish content, but to talk to the people that read it, help them understand and build on that trusted relationship.”

David added: “We’re delighted to welcome Martin to the team. He brings a wealth of experience which will complement our existing digital leaders.

“We are proud to be the UK’s largest commercial publisher, getting news to more people in the UK than ever before.

“Our next step is to increasingly focus on the loyal readers who choose to spend their valuable time with us every single day, and find ways to spend even more time with them.”