Virgin Media has recruited marketing and advertising executive Paul Farrell from Davy as its vice-president of sales and marketing.

The move will take effect from July with Mr Farrell taking over from Paul Higgins, who has held the role in an acting capacity and who will continue as head of online and marketing.

Mr Farrell will also join the Virgin Media Ireland executive board and report directly to chief executive Tony Hanway.

Mr Farrell was director of brand and strategy with Davy for more than two years. Before joining the stockbroker he was managing director of media agency Initiative and IPG Mediabrands, where he spent three years.

He was also a commercial director of The Irish Times Ltd and a former marketing director of O2 Ireland.

Mr Hanway said Mr Farrell would bring a strong commercial focus to the role.

“These are exciting times in Virgin Media and I am confident Paul will add hugely to our creative marketing strengths and make a dynamic contribution to our continued success,” he said.

Mr Farrell said: “The Virgin brand is still relatively new to Irish customers and it’s a really exciting time to be part of the local team as we focus on delivering innovative and top quality services for our customers.”