Trinity Mirror is looking to develop the entertainment sections of all of its regional websites and has appointed a group-wide What's On editor to oversee the project.
Lynda Moyo, a journalism graduate from the University of Central Lancashire, has been tasked with responding to what Trinity Mirror said was "a huge appetite for What's On content" online.
She will work with editorial teams across England and Wales, starting with the CityLife section of the Manchester Evening News.
Trinity Mirror is upgrading its entertainment section in a partnership with Planvine, which provides events listings.
?Digital publishing director David Higgerson said: "Over the coming weeks, Lynda will begin working with our other newsrooms to drive further growth on top of the audience increase we are seeing thanks to the partnership with Planvine."