News Limited has appointed a marketing director for paid content, a new role for the company.

Anthony Hearne will be taking the reigns with the responsibility of assisting mastheads develop digital subscription products and reporting to News Digital Media’s chief executive of content and commercial, Ed Smith.

“We’re pulling in the best people for this and when it comes to subscription marketing, Ant is undoubtedly one of the best,” said John Hartigan, News Limited’s chairman and CEO. I’m delighted to have him on board.”

“The way people consume media is changing, and in turn we are transforming our newsrooms – and our business – to produce new content, delivered to more people in more ways.

Hearne comes to News Limited from seven years with SingTel Optus, at which his most recent role was marketing director of Virgin Mobile.