NBCUniversal International Networks has recruited former Tumblr boss Michael Pennington to the newly-created role of vice president, digital and ad sales.

Pennington will be responsible for driving global advertiisng sales and “strategic, advertiser-focused innovation” for the Syfy and E! Entertainment broadcaster’s central digital team. He will be based in London and report to NBCUniversal International Networks’s managing director, Central Networks, Marie Holive.

Previously with The Economist and Viacom, Pennington most recently held the role of EMEA sales director at Yahoo-owned Tumblr.

He becomes the latest big name to depart Yahoo ahead of its anticipated merger with Verizon-owned AOL, following EMEA vice president Nick Hugh’s move to the Telegraph Media Group.

It is understood that Yahoo will not look to replace Pennington, with Tumblr increasingly managed as part of the firm’s Storytellers content marketing agency.

“Pennington is a key appointment to the NBCUniversal International Networks’ leadership team,” said Holive. “His extensive experience working within the international advertising sales, digital and creative arena will be a tremendous asset as we continue to drive our total audience sales approach, offering 360-degree, global creative solutions to our clients across on-air, digital and mobile.”

Pennington added: “Joining the International Networks team is a fantastic opportunity to work with a diverse portfolio of leading channel brands and digital properties. As users increasing demanding access to our content across multiple touch-points, evolving our digital and mobile strategy is ever more important. I am excited by the endless opportunity to offer innovative, new client solutions.”