Zoe Harris takes the title controller of marketing and is tasked with making more innovative use of owner company Northern & Shell’s inventory, which includes The Daily Express and OK! magazine, to promote the Channel 5 brand and its shows.

The former MTV and National Magazine Company marketer will be responsible for on and off-air marketing, creative and consumer PR. She will report directly to Northern & Shell’s group joint managing director Stan Myerson.

Channel 5 is under the ownership of Richard Desmond, chairman of Northern & Shell Network, who acquired the channel for £103.5m in July 2010.

The channel recently launched an OK! magazine spin-off TV show featuring presenters Kate Walsh and Matt Johnson. Myerson says the broadcaster plans to make “full use” of cross-media opportunities in the Northern & Shell portfolio.

Harris says Channel 5’s recent relaunch and new programme strategies offer “huge marketing opportunities”, adding: “In 2011 and beyond, we will see more fully integrated, impactful campaigns from Channel 5 which create a buzz on and offline and draw new and existing viewers closer to us.”

Before her MTV job, Harris was marketing director at NatMag’s weekly division and was behind the launch of Real People magazine.

Channel 5’s total average weekly share of viewing for the three months to the end of January 2011 was 4.4%, compared with ITV’s 17.1% share, according to BARB.

Last month Channel 5’s new sales director Nick Bampton bolstered his commercial team and created a new marketing division to “enhance advertiser and agency relationships”.