Liverpool Football Club has appointed Matthew Baxter as the club's new Chief Media Officer to head up its digital media and TV operations.
Baxter brings a wealth of global digital media experience having held senior positions in well-known TV businesses including Warner Bros International Television and Walt Disney, and was part of the Fox Kids launch team in Europe.
Most recently, Baxter has been working as Senior Vice President of MGM Networks - where he worked across the commercial spectrum, with an emphasis on sales and marketing, creating and launching TV channels and MGM businesses around the world.
Ian Ayre, managing director, said: "Our digital media and television operations are a crucial component of the club's future brand and commercial development.
"Matthew will have global responsibility for establishing a world-class television and digital media business by further developing our digital platforms domestically and internationally.
"This is a key appointment in our digital strategy to create further engaging content for our growing global fan base."
Liverpool announced earlier this month that the club have overtaken Barcelona as the world's most globally active club on the social media platform Twitter, launching eight new local language Twitter accounts in just two months.
On the digital video platform, the club is also leading the way having recently become the first football club to launch an official page on iTunes, enabling fans to download their favourite programmes to Apple devices.
Baxter said: "It's a real honour to join the team at an organisation that is steeped in history and has enormous global appeal.
"There is a real opportunity to build on the existing platforms and develop the club's digital and TV strategy to further modernise an asset with huge potential."
Baxter is British, married to Louise and has three children. He will be relocating with his family from his home in London and joins the club on Monday, February 4. He will be part of the club's senior management team.