Davie’s arrival signals an eight-month search to fill the role of marketing of director for marketing, communications and audiences, a position vacated in the wake of Mark Thompson’s exit from Channel 4 to become the BBC’s new director-general.
Prior to his current role as vice president for marketing and franchise at PepsiCo Europe, Davie was UK marketing manager for the drinks giant and also headed Proctor & Gamble’s branding department from 1991 to 1993.
His new role will see him take overall responsibility for the BBC’s marketing programme, audience research projects and insight activities.
Davie, who will take up the post “in the near future”, will also have a place on the BBC’s Executive Board.
Thompson said: "Tim Davie is one of the UK's top marketeers and has an outstanding track record built through a succession of UK and international roles.
"I believe 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."
Prior to his move to Channel 4, Duncan had been at the forefront of the BBC’s involvement in the Freeview free-to-air digital television and radio service, a role Davie is expected to take on.
Davie added: "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.”
By Kevin May