BBC DG Mark Thompson said, "Tim Davie is one of the UK's top marketeers. He has an outstanding track record built through a succession of UK and international roles.

"I believe that he will bring valuable experience to both MC&A and the wider BBC during a period when identifying and serving the needs of our audiences will be greater than ever."

Davie says, "I am delighted to be joining the world's most trusted broadcaster at a time when there are significant and exciting challenges and opportunities as we prepare for a digital UK. The BBC's journalism, programmes and services are rightly recognised across the globe for their quality and authority. I look forward to playing my part in ensuring, with the support of a strong marketing, communications and audience division, that this reputation is maintained and enhanced."

Davie's first job was with Procter and Gamble's marketing department. He became a brand manager in 1991. He then joined Pepsi in 1993 as a UK marketing manager.