The newly-created role means that Bateson will take on global responsibility for The Guardian’s membership, subscription and contributions programmes.
She will also handle partnerships with technology companies such as Google and Facebook. The role includes syndication and licensing, and other consumer revenues including the Guardian’s live events.
Bateson will be responsible for The Guardian brand and all other marketing for the newspaper.
It is the first time that GNM has brought all of these areas together. The company said it "marks a significant step in The Guardian’s reader-first strategy".
The restructure means that David Magliano, managing director for membership, marketing and consumer revenue at GNM, will be leaving at the end of July to join Warner Bros.
Bateson joined GNM in December last year. Before this, she was at Google for seven years and led global consumer marketing for three years for YouTube. Bateson has also worked at ITV and Bloomberg.
In her new role, Bateson will be responsible for a team of 80 people, and report to David Pemsel, Guardian Media Group chief executive.
He said: "Anna is the perfect fit for our first chief customer officer. We have made readers and customers absolutely central to the success of The Guardian’s strategy and Anna’s skills and experience have so far brought cohesion and vision to our portfolio of digital partnerships and revenue drivers."