Heys joins from 'Big Brother' maker Endemol UK where she was head of business development for its Initial subsidiary.
She will be responsible for driving Flextech's advertiser funded programming strategy, working closely with sales house IDS.
Flextech claims that Heys' appointment is the first time a UK broadcaster has created a dedicated advertiser funded programming role. Advertisers including Ikea and Renault have already run AFP on Flextech channels.
Heys said: "There is a lot of talk about advertiser funded programming and I am delighted that Flextech/UKTV have demonstrated their commitment to making it a reality."
She will report to Jon James, Flextech’s commercial director, and Nick Betts, commercial director at UKTV, which is Flextech's partnership with the BBC that includes stations such as UK Gold, UKG2 and UKDrama.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.