Rob Lowe joins firm's consumer products division from Nintendo.
In his new role, Lowe will be responsible for leading the drive to focus on customers and developing the commercial potential of key brands and talent including, Doctor Who, Top Gear and Deadly 60.
Lowe will also lead marketing plans across all areas of the consumer products business, which includes TV video and BBC licensed products. His remit will also extend across music, BBC Shop and co-ordinating marketing activity with BBC Worldwide’s book publishing partners.
The new recruit joins from Nintendo where he was head of console marketing. During his tenure at the company he launched Nintendo Wii, Nintendo DS and re-launched Mario to the UK market.
Fiona Eastwood, product development director, consumer products, BBC Worldwide commented: "I am delighted that Rob will be joining us as marketing director.
"He brings to the role excellent experience in brand management and new title launches, fantastic creativity and bags of drive and enthusiasm - I very much look forward to working with him and I am sure he will be great asset to BBC Worldwide."
Lowe added: "This is an amazing opportunity and a great time to be joining BBC Worldwide Consumer Products.
"I am really looking forward to working on some incredible brands, and hope that I will able to use my previous experience of launching successful entertainment products to help continue driving BBC Worldwide's performance in the UK."