Luey previously spent five years at NZME before leaving in late 2016 for senior roles at MYOB and then Vodafone.
In her new role Luey will be responsible for delivering a sustainable growth strategy for its publishing business, NZME chief executive Michael Boggs said.
"With extensive experience as a strategic business leader in large New Zealand telecommunications, technology and media companies, Carolyn brings a wealth of knowledge and understanding of how best NZME can deliver growing digital audience engagement for our commercial partners," Boggs said.
Luey starts next week while Maxwell will leave later in the year.
Boggs said Maxwell was instrumental in ensuring NZME had the technical infrastructure in place to deliver its digital news subscription service New Zealand Herald Premium.
NZME is due to release its interim result on August 24.
Analysts at Jarden are picking a 7.6 per cent increase in earnings to $31.1 million and a 14 per cent rise in net profit to $7.8m.
Jarden is also predicting a 2.5c per share interim dividend will be announced by the board.
NZME shares were down 1c at 98c on the NZX today. The stock has climbed nearly 300 per cent over the past 52 weeks.
