The head of news and entertainment website Yahoo!7 Rohan Lund has been appointed as Seven West Media's new group chief operating officer.

Seven's chief executive Don Voelte said the role had been created for Mr Lund, who has led the development of Yahoo!7 for the past five years.

Mr Lund's main role would be to drive change at Seven and create new opportunities in digital media that complement the group's magazines, TV, website and newspaper businesses.

The West Australian is part of the Seven West Media group.

"Scale in content and reach is becoming increasingly critical and Seven is the best placed media company in Australia to take advantage of the changing media environment," Mr Lund said.

Mr Lund starts his new role on September 1.