TorchMedia has promoted Cameron Baxter as its group sales director. Its current GSD, Tim McDermott, has decided to return to radio with 2UE.

TorchMedia’s group managing director, Mark Fishwick, says “Cameron has been with TorchMedia since its inception and has been instrumental in the success of the Victorian sales team. His leadership qualities and knowledge of the retail space are exceptional and this is a natural progression for both Cameron and the company.

Baxter has more than 10 years experience in media sales, beginning his career as an account manager at Network Ten. More recently he has held senior sales roles within the regional television industry, prior to joining TorchMedia in 2007.

Baxter said he is looking forward to leading the TorchMedia sales team in a time when the media landscape is shifting towards non-traditional communications.

“In the current climate, Retail Media has become an increasingly important tool to communicate with shoppers at the pointy end. Now more than ever, it is imperative to reinforce brand messaging prior to the purchase decision.”