Cull is currently director of customer communications at BSkyB and will join TUI later this year. In the newly created role, he will be responsible for internal communications, PR and sustainable development.
He will sit on the UK board and will report directly to Dermot Blastland, MD of TUI UK.
Blastland said: ‘This new board role has been created in recognition of the importance of communications and sustainable development in driving forward our business.’
Cull has previously worked as marketing director at Waitrose.