Genie, which has 5.5 million registered uses, is being renamed O2 to coincide with the rebranding of its parent company BT Wireless as mmO2.
Hawkins moves up from the position of Genie head of marketing strategy to replace Will Harris, who was recently promoted to V-P of marketing at mmO2.
In the new role, Hawkins will handle Genie's PR globally alongside global PR manager Kevin Caruth, to whom he reports.
Hawkins said: 'The key challenge during the next six months is that we need to ensure that the transition from Genie to O2 for customers and for other stakeholders is as smooth as possible. 'We will be managing it by identifying what we need to communicate and the best way to disseminate that information globally.'
Hawkins' role will include customer-relationship marketing, marketing strategy and planning.
He will report to chief operating officer Steve Davies and will work with Caruth and Edelman PR Worldwide, which is the retained agency for corporate and global activity.
Prior to joining BT as head of marketing strategy for the fixed-line business, Hawkins spent eight years in management consultancy, specialising in the telecoms sector.