Ashok Ahir takes on the newly created role, bringing with him a wealth of experience in communications and organisational leadership.
Mr Ahir will continue in his role as president of the National Library of Wales.
His responsibilities will include shaping the WRU’s public voice and supporting engagement with fans, partners, communities, media, and the wider public.
Abi Tierney, chief executive of the WRU, said: “Ashok brings extensive communications and media expertise and a strong understanding of the public and political landscape in Wales and across the UK.
“We are delighted to welcome him to the WRU at such an important time for the organisation.
“The cultural significance of rugby to the nation cannot be understated and Ashok’s remit will be to enhance and develop our strategic approach, by highlighting and emphasising this fundamental strength of, and central focus for, the WRU.”
Mr Ahir started his media career as a journalist for BBC News and BBC Cymru Wales before spending more than a decade leading the BBC’s politics team in Cardiff.
He later served as director of communications for the Wales Office and held a senior communications post at the UK Cabinet Office.
Most recently, he worked as director of communications and engagement at Qualifications Wales.
Mr Ahir said: “I am both excited and honoured to be joining the WRU in this role.
“Welsh rugby holds a unique place in the life of the nation, and I will work with colleagues across the organisation and the wider game to support the aims and ambitions of our One Wales strategy, helping to tell the story of the game in Wales with clarity, confidence and authenticity.”
He is also a former chair of the National Eisteddfod of Wales.
