Arsenal has created the marketing and sales director role following the departure of Angus Kinnear to West Ham.

Venkatesham assumes day-to-day responsibility of the club’s marketing division, but will retain oversight of the global partnerships and business strategy team he currently manages.

It comes as Arsenal steps up efforts to monetise its fan base through its brand partnerships and burgeoning digital strategy.

He will report to commercial chief Tom Fox.

Venkatesham takes over from Kinnear, who was promoted to the role in 2010, and is to become the managing director of West Ham in the New Year. Kinnear will be responsible for steering the club’s move to the Olympic stadium in Stratford in 2016 along with shaping commercial opportunities around the venue.

West Ham has undertaken a number of marketing initiatives already this year to try and make fans feel more involved in the migration.