Norris, who quit Centrica-owned One.Tel earlier this year, will take on the responsibility for fighting off efforts by his former employer and other telecoms providers, including Carphone Warehouse and Tesco, to move in on BT's lucrative voice business.
As general manager of BT's consumer division, he will report to managing director Fergus Crockett and will oversee product development and launches.
This includes BT's Broadband Voice service, which was launched last week and allows cable customers to make cheap calls through broadband.
He will also be responsible for leading marketing efforts to keep the competition at bay. Crockett said Norris' appointment would enable BT to "meet our fixed-line competitors head on".
At One.Tel, Norris was responsible for CRM and marketing activity and launched the UK's first comparative pricing advertising campaign, for which it became known across the industry.
Industry watchers predict the battle for voice customers will become even more heated next year, with the industry trialling a call-switching scheme. BT will no longer own customers' phone lines and analysts expect this to open up the market and make it easier to switch provider.
As a result, BT is being forced to look for alternative revenue streams.
It is focusing heavily on its new-wave businesses, which are concentrated on broadband and mobility.
Norris is BT's latest heavyweight recruit, following the poaching of Gavin Patterson from Telewest as group managing director for consumer ventures (Marketing, November 20).