Sands will take up the post in mid- May. He left GNM following a strategic review and restructure at the publisher in December last year.
Tate Media has been working with digital channels, including social media, to reach new audiences. Tate Online is the UK’s most visited online arts website, with more than 18 million unique visits last year.
Sands (pictured) will work to strengthen Tate’s relationships with audiences and build social networks for the organisation, through the increasingly important channel of Tate Online and other media globally.
He will also lead the teams behind the magazine TATE ETC and the online video magazine TateShots, as well as press, public relations, marketing, membership and ticket sales.
He is a former marketing director for the ITV venture ONdigital.
Nicholas Serota says: “I am delighted that Marc Sands will be joining Tate to lead the Tate Media team. He has a wealth of experience that will be invaluable in taking Tate to the next stage in its online ambitions and building even stronger relationships with our visitors.”