Christian Cull, the former marketing director at retailer Waitrose, is joining satellite broadcaster BSkyB as director of customer communications.
Cull will be responsible for Sky’s customer communications initiatives, including customer magazines, loyalty and recognition programmes, promotional and advocacy activities and some media relations.
The broadcaster says the new role highlights its continued investment in and focus on customer service.
Cull will join the pay-TV giant on March 1 and will report to Matthew Anderson, group director for communications and brand marketing.
Anderson says: "Sky is a customer-focused company with a record of innovation and our thousands of dedicated people – ranging from field engineers to customer advisors – do their best to set high standards of service."
In the past year Sky has created 2,000 customer service jobs to support new products and services including Sky Broadband, Sky Talk and Sky HD as well as the growth of Sky Plus.
Sky’s announcement comes days after cable company rival NTL:Telewest rebranded as Virgin Media with a "renewed focus" on customer services. It says it has invested an extra £5m in improving its customer services.