Her role will be to transform perceptions of the BBC from being a traditional broadcaster to a modern multimedia organisation.
‘The BBC is challenged with how it is going to position itself in the run-up to digital switchover. My brief will include reaching out to key opinion formers and audiences to find out what they want from the BBC in the future,' she said.
Holloway joins in December after four years at Saatchi, where she has overseen marketing, internal comms and events. She will report to BBC head of comms Sally Osman.
She previously managed the filming of the documentary Inside Saatchi & Saatchi and the agency's involvement in BBC reality show The Apprentice.
Before Saatchi & Saachi, she was PR and marketing manager at City-based financial firm Currenex.
Holloway joins the BBC's marketing, communication and audiences division, which has been revamped as part of its modernisation drive.
The team has been reduced by 26 per cent since the changes were announced last year. The final senior PRO line up was unveiled last week.