Tim Davie, the BBC’s marketing director, is to replace Jenny Abramsky as director of audio and music, putting him in control of radio operations and television music entertainment. Mr Davie’s appointmentis the first time someone with a marketing background has taken one of the most senior executive posts at the BBC.

The move illustrates the increasing importance of marketing radio to consumers as the industry pushes to increase the take-up of digital audio broadcasting (DAB). Lobbying ability is expected to become as important as a talent for programming in the role.

Mr Davie, previously vice-president, marketing and franchise, for PepsiCo Europe, will control of a budget of more than £200 million and in charge of areas that include all of the BBC’s national radio networks, its digital stations, television music entertainment and the BBC Proms.

Ms Abramsky will leave in September, after a 39-year career at the BBC, to chair the Heritage Lottery Fund. It was widely thought that Andy Parfitt, the controller of Radio 1, 1Xtra and Asian Network, was a likely replacement for Ms Abramsky.

The marketing role at the BBC appears to be a career stepping stone. Three years ago, Mr Davie replaced Andy Duncan, who left to become chief executive of Channel 4. In his new job, Mr Davie will be well positioned should the BBC eventually be looking for a successor to Mark Thompson, the Director-General.

The BBC is focused on making DAB a success, after a slow take-up and its significant investment in the platform.

Meanwhile, the BBC executive board is expected to accept about £300,000 in bonuses between nine members this year, according to a report last night. The awards come after severe job cuts and a string of phone-in scandals at the corporation.

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