Fairfax Media has named former Trinity Mirror trading director Kristiaan Kroon as director of commercial development and partnerships.

Kroon - who has 14 years' media experience - comes from leading trade negotiations across key agency groups and top advertisers at Trinity Mirror, where brands including the Daily Mirror reach of 28 million people weekly.

He says Fairfax's transformation is very similar to that he had experienced with Trinity Mirror: "I am joining a top level team to help grow advertising revenue across platforms."

The Australian Publishing Media role reports to commercial and marketing services director Tom Armstrong, who says his wealth of experience will help Fairfax build stronger relationships with our agency partners and find new directions for ad sales growth.

Kroon - who takes up his new role next Monday - will lead a team responsible for commercial partnerships, agency trading relationships and the development of new ad sales business opportunities across all media platforms. He will oversee and strengthen Fairfax's agency trading business by seeking new commercial opportunities to drive advertiser partnerships and ad revenue growth, the company says.