Reynolds replaces Peter Charlton, who left CBS Outdoor this month to become the sales director of Adshel, the Clear Channel Outdoor joint venture, in Australia.
Reynolds, in his new role, will lead the agency and specialist sales teams and report to Mark Chippendale, the commercial director who joined CBS Outdoor in August.
Cresta will join CBS Outdoor to lead the media owner's relationships with clients.
He has been at Naked since 2001 and before that at Universal McCann, Mindshare and PHD, working in media.
CBS's move to bolster its commercial team follows the arrival of the former Toyota and Thames Water marketer Mike Moran as the managing director in January.