Hirst will be charged with developing commercial strategy among the non-barter businesses, including investment vehicle Miroma Capital, venue operator Miroma Leisure and independent record label Miroma Music.
In his new role Hirst will also have responsibility for Buy Now Media, a free online media service which allows small and medium sized businesses to buy media easily, and US-based online fashion magazine Who What Wear.
In his current role at McDonald's since May 2009, Hirst has responsibility for franchise marketing, media planning and buying and digital marketing strategy for McDonald's UK.
Prior to joining McDonald's Hirst was general manager of Busch-Media Group, the internal media planning and buying division of brewer Anheuser Busch from 2003 until April 2009.
Hirst started his career in media in 1998 at IDK before moving to PHD for five years.
Marc Boyan, chief executive of Miroma Group, said: "Miroma Ventures will provide an innovative and highly effective approach to developing new media and entertainment businesses.
"With his experience working across major brands and developing effective marketing and media strategies, Richard has the perfect experience to help capture the synergies between our different companies and enhance their potential performance."
Miroma recently added David Michels, deputy chairman of Marks & Spencer, and Christopher Mackenzie, former president of GE Capital Europe, to its board as non-executive directors.
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