She joins at the beginning of May as the telecoms giant bids
to promote its non-telephony services, including the autumn launch of broadband TV, to consumers and small businesses. Arden will report to CEO of BT Retail Ian Livingston.
Explaining the need for the role, BT director of group comms Peter Morgan said: 'In the past BT sold one thing, telephones. Now there's VoIP and broadband TV. We're not just competing with Cable & Wireless any more, but with Virgin, Sky and eBay.' Despite accounting for 27 per cent of BT's overall revenue, the Retail division was responsible for 80 per cent of its press coverage, Morgan claimed.
Broadband TV service 'BT Vision' will have 30 Freeview channels and a library of on-demand programmes.
Arden took a six-month break after leaving GH last year. She was MD of tech agency Weber Group before its merger with GH in 2003.