Michelle Gordon has joined from Enteraction TV (ETV), where she was communications director.She now reports to Virgin Media director of corporate affairs and media Paul Richmond.
Gordon joined last week. One of her first tasks was overseeing PR for Virgin Media's announcement that it is to sponsor this year's Big Brother.
Gordon said the mobile phone, cable, broadband and home phone company - formed through the £962m merger of NTL Telewest and Virgin Mobile last year - has shored up its comms team after a ‘largely successful rebrand'.
She added: ‘There are lots of challenges in a company such as Virgin Media, and in the market in which it operates. My role is across the corporate and consumer side of the business, as well as organising agency support.'
Gordon added that she currently has no plans to review Virgin Media's relationship with its three retained agencies - Henry's House, Ptarmigan and M: Communications.
The Australian national has worked in the UK for nine years, first in a corporate role at Hill & Knowlton, and then at ETV. The latter provides content for 3, Sky and various broadband services.
In Australia, Gordon worked in corporate roles at Gavin Anderson and Burson-Marsteller. ETV has replaced Gordon with former Braben account manager Sarah Warren, who takes the revised role of communications manager.
Virgin Media has become embroiled in a row over the use of Sky content within its cable packages - users of Virgin Media can no longer view certain Sky channels.
The company was this week linked with an approach for telecoms and broadband provider Pipex.