Gottlieb is understood to have been one of three candidates interviewed for the job.
His appointment follows the decision by David Grint, BBC head of marketing for planning, strategy and brand guardianship, to give up the planning side of his role to concentrate on brand and consumer marketing strategy.
The growth of marketing planning has seen Grint's planning role split into two. Julia Mooney, marketing manager in marketing planning, will concentrate on managing the BBC's roster of agencies while Gottlieb will have responsibility for strategic issues. Both Gottlieb and Mooney will report to Helen Kellie, head of marketing, strategy and planning.
As head of advertising for TUI UK, Gottlieb was responsible for advertising of the Thompson Holiday and LunnPoly brands. His replacement has yet to be appointed.