Moore follows former ChevronTexaco CEO Glen Tilton, who left the company to join UAL as CEO in August.
She replaces John Kiker, who left UAL - which this week saw shares soar some three per cent after news of a group-wide cost-cutting plan - to become EV-P of Edelman's New York corporate and PA business earlier that month.
Starting this month, she reports directly to Tilton and is responsible for overseeing media relations and internal communications.
Moore will also oversee the customer relations team, which previously reported to SV-P of sales and marketing Chris Bowers, and will look after the company's relationships with its PR firms, which includes Fleishman-Hillard.
'There are huge challenges facing the company and the industry,' said Moore.
United has requested £1.2bn in federal loan guarantees to prop up its flagging finances as it struggles to avoid filing for bankruptcy protection.
Burdened by union-management strife and high labour costs, the airline recently announced a second round of cost-cutting moves, slashing 1,250 jobs, closing several reservation centres, and converting five locations to United Express, its short-haul brand. It has already cut its workforce by 20 per cent since 11 September.
Moore joined Texaco in 2000, heading PR through its merger with Chevron last year. Prior to that, she worked for Seagram, moving from the company's London office to New York as V-P, corporate communications.
ChevronTexaco has promoted V-P of strategic planning Patricia Yarrington to replace Moore as V-P, public and government affairs.