After working for the UK group previously and as a consultant on digital projects, INMA president Mark Challinor is going back to Trinity Mirror as commercial director.

He has spent much of his recent career as a consultant with Media Futures and his own g8Wave, and was elected to the voluntary global INMA role in May 2015.

In the words of Sport 360 Dubai chief executive Steve McLaughlin (on LinkedIn), he became the person who knew "more about digital and mobile in particular than anyone else".

The appointment as commercial director for Trinity Mirror regionals, group managing director Rachel Addison: "Mark has considerable expertise in leading commercial ventures in the digital and mobile environments and has enjoyed extensive experience at senior level inside high profile media companies such as Telegraph Media Group, DMGT and earlier in his career, here at Trinity Mirror," she said.

Challinor, who lives in the UK but has been consulting worldwide, says it will be a "big change". He will be responsible for driving and implementing commercial strategy across the group's more than 150 regional titles across most of England and Wales, a portfolio which includes dailies the Liverpool Echo, Manchester Evening News, Hull Daily Mail and Cambridge News.

In addition to the INMA presidency - which ends in June, when he will take up two years as past president - he has been a panel member of the UK Committee of Advertising Practice since 2004, and a regular speaker at media conferences in India, USA, Guatemala, Germany and Spain, as well as taking part in this year's Monetising Mobile and Chief Technology Officers' Dialogue seminars. He won INMA's top Silver Shovel award in 2006 and the European Golden Tie award two years later.

As director of mobile platforms at the Telegraph Media Group over almost four years, he initiated, developed and evangelised the company's mobile and tablet offerings for readers and advertisers. He also consulted on digital and mobile at the Times of India, the Sydney Morning Herald, Gazetta Wyborza/Poland and the American Marketing Association, introducing a digital/mobile culture into their operations.

He was group promotional marketing manager at Daily Mail publisher Associated Newspapers from 1998-2005.

The past couple of years have seen him working with clients Trinity Mirror, Toronto Star, the Academy Awards, the Periodical Publishers Association, Audit Bureau of Circulation, Agora Media Group in Poland and Emeldi e-commerce in Prague.

Those who attended last year's INMA World Congress in London will also recall his passion for Liverpool Football Club, expressed through a verse of 'You'll Never Walk Alone' with colleagues at his president's reception high in The BT Tower.

Pictured: Challinor (left) with INMA director Earl Wilkinson earlier this year