James Mallinson becomes the cross-media director for FHM and will work across the brand's properties including the core magazine, FHM.com and FHM Collections.
The creation of the role also reflects Emap's desire to build on spin-offs such as its High Street Honeys TV series.
Mallinson will report into Suzy Berry, the director at Emap Advertising, and James Carter, the FHM publishing director. This will involve him in both developing editorial spin-offs for the brand and working on the cross-media sales side.
Emap said that his role will involve maximising promotional revenue behind "halo" properties such as 100 Sexiest Women and High Street Honeys. He will also be charged with growing share and revenue from existing and potential advertisers.
Carter said: "We are very pleased to be welcoming James into this role, which will harness the exceptional reach of FHM and combine it with the power of our many interactive channels to offer the most creative and effective solutions for advertisers."
FHM's circulation grew by 3.4 per cent to 600,568 for the first six months of 2003. This was in a difficult period for the men's market.