Tim Davie, the BBC's marketing director, will replace Jenny Abramsky as director of audio and music, putting him in control of the corporation's radio operations.

Mr Davie's appointment is a surprise move since it is the first time someone from 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 at the moment, as the industry pushes to increase the take-up of Digital Audio Broadcasting (DAB).

Mr Davie, who was previously vice president, marketing and franchise, at PepsiCo Europe, will be in control of a budget of more than £200 million and in charge of a number of areas, including all all of the BBC's national radio networks, its digital stations, television music entertainment and the BBC Proms.

However, lobbying is thought to become as key to his role as programming, as the debate about the future of DAB gains momentum.

Ms Abramsky is leaving in September after a 39-year career at the BBC to chair the board of the Heritage Lottery Fund. It was widely thought Andy Parfitt, the controller of BBC Radio 1, 1Xtra and Asian Network, would be a likely candidate to replace Ms Abramsky.

The role of BBC's marketing, communications and audiences at the BBC appears to be a career stepping stone.

Mr Davie replaced Andy Duncan three years ago, who left the role to become the chief executive of Channel 4. In his new role, he will be well positioned should the BBC be looking for an eventual successor to Mark Thompson, the director general of the BBC.

Mr Thompson said: "Radio is at the heart of the BBC's public service mission and millions of listeners rely on its quality, range and integrity every day.

"Tim's drive, knowledge and sheer love of the medium will ensure that BBC radio remains creatively strong and vibrant in the years to come. Hiis insight into audiences and their expectations of the BBC will be particularly valuable."

In his new role, Mr Davie will oversee BBC Radios 1, 2, 3, 4, 5 Live and the BBC digital radio stations 1Xtra, 6 Music, BBC 7, 5 Live Sports Extra and the Asian Network. He will also be responsible for the three BBC orchestras in England, the BBC Singers, the BBC Proms, Classical Music & Performance Television and Radio Resources.

He will take charge of Radio Drama, Television Music Entertainment and will be strategically responsible for all audio across the BBC.

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