He replaces Alison Platt, who was recently promoted to the position of Bupa managing director for UK and North America.
Former BA head of marketing and distribution Tiffany Hall, is currently operating as Bupa’s interim group marketing director.
One-time PepsiCo marketer Fiona McAnena will continue as global brand director.
Earlier this year, George stood trial with three former BA colleagues, accused of price fixing. The trial, brought by the OFT, collapsed in May.