The Taiwanese phone manufacturer has hired James Atkins from Freesat, where he was commercial marketing manager for almost four years. He has also worked at Panasonic and LG Electronics.
Atkins will report to Phil Roberson, soon to join HTC as executive director UK and Ireland from Everything Everywhere, where he operated as director of devices.
Roberson will replace Jon French, who in April was promoted to vice-president of sales and operations for Europe, the Middle East and Africa (EMEA).
HTC also recruited Stefan Streit as its vice-president of marketing and retail for EMEA in April. He replaced Vladimir Malugin, who is now general manager for the Middle East and Africa.
HTC aims to increase its share in Europe; its devices sit at the lower-price end of the smartphone market.
It has also joined the raft of mobile manufacturers launching tablets, with its answer to the iPad, the Flyer, which launched in the UK in May.
The brand launched its first major UK ad campaign in October 2009. The activity introduced its ‘Quietly brilliant’ positioning.
It launched an international campaign in February to promote its two mass-market handsets, the Desire HD and the Wildfire.
In its latest financial results, HTC, which opened its European headquarters in Slough last month, reported a doubling of its net profit in the second quarter of 2011, to £168m, compared with the same period in 2010.
It claimed to have sold 25m handsets worldwide in 2010, with revenue topping $9bn.
According to HTC, it also achieved 50% consumer brand awareness last year.