A+E Networks is shaking up its ad-sales efforts.

Mel Berning, a veteran ad executive who has supervised A+E Networks’ outreach to Madison Avenue for years, has been elevated to president and chief revenue officer of the company. He will supervise the media company’s ad sales, digital, research, distribution and marketing innovations efforts and will continue to report to Nancy Dubuc, the company’s president and chief executive.

What’s more, the company said it would align its ad-sales efforts along different types of programming, echoing a move that has been embraced by such rivals as ESPN and NBCUniversal in the past. One part of the group will focus on ad sales for networks aimed at men and adults, while another will focus on networks that skew more toward female viewers.

“Structuring the sales team by these genres will allow A+E Networks to maximize our position in the marketplace and leverage more opportunities for cross-platform selling, marketing partnerships and efficiencies,” Dubuc said in a statement. The company operates A&E, History, Lifetime, FYI and other cable networks.

As part of the new structure, Peter Olsen has been promoted to executive vice president, ad sales, for A+E Networks, reporting to Berning.  He will oversee all ad sales.He previously supervised ad sales for History and H2.

Amy Baker will take on the role of executive vice president, ad sales, for Lifetime, LMN and FYI. Baker had been running ad sales for Lifetime and Lifetime Movie Network.  Brian Joyce will become senior vice president, ad sales for A&E, History, and H2.  A&E, HISTORY and H2. Previously, Joyce was vice president, East Coast sales, A&E. Baker and Joyce will  report to Olsen.