James had been covering the role since previous marketing director Matthew Dearden left the telecoms and internet provider last month.

The firm said that James will continue to lead both teams in his new role and that the position of director of customer insight and intelligence would “not be directly replaced”

John Petter, BT Retail’s managing director, said: “David has amply demonstrated the gravitas, drive and thought leadership the role requires. I am personally thrilled for David, not least because his rapid rise reinforces our strategy to develop talent in the business and to promote from within wherever possible.”