McGeough, 38, will be responsible for running national ad sales with an emphasis on building relationships with agencies and advertisers.
His responsibilities embrace the fully owned networks Capital FM, Capital Gold and Xfm - which recently became a national proposition. It also incorporates the part-owned Choice FM and Capital Disney, as well as the UK radio properties represented nationally by Capital Radio Group - Newslink and Hit 40 UK.
He will work closely with Mike Hope-Milne, recently promoted to brand sales director, whose emphasis is on understanding and repositioning the strengths of the radio brands owned or represented by the company.
The appointment is the last in a triumvirate of directors reporting to Linda Grant, the group's commercial managing director, created in the restructure of her London-based national sales operation earlier this summer.
Grant said: "John has a terrific breadth of knowledge across the whole media spectrum, having run MG OMD's trading operations with all media owners. He also combines creative thinking with a strong trading skill-set, which is an enviable mix."
A one-time Granada TV salesman, McGeough joined the then Lowe Howard-Spink in 1991, rising to become the deputy broadcast director. He moved to Manning Gott-lieb as the broadcast director in 1997.