The new role is designed to put digital services at the centre of MEC's business. Hyams, who will continue to run MEC Interaction, the digital and direct division of the network, will also take charge of MEC's planning, data and technology, ROI and content activity. He will report to Melanie Varley, the chief executive for MEC across the region.
Hyams' new responsibilities have come after almost three years at the helm of MEC Interaction.
He will be working with local heads of MEC operations as well as those who run individual disciplines across markets in a bid to make the network more integrated.
Varley said: "Jeff has a wealth of experience in traditional media and was one of the pioneers of digital media communications."
Hyams said: "Coming from the digital space, I am aware of how fast things are changing in terms of how we work, and the need for integration."