Fell, who will take up the position from the start of next month, replaces Mark Sherrington, who joined the brewer in the same role on a limited-term contract in 2002 and announced his resignation at the end of last year (Marketing, 14 December). Fell left his role at Cadbury six weeks ago.
Charged with developing the company's portfolio, which includes the Pilsner Urquell, Miller Genuine Draft and Peroni Nastro Azzurro beer brands, Fell has said that he intends to bolster innovation.
His previous roles have included UK marketing director for confectionery at Cadbury, director of marketing capability at Guinness and global brands director for Johnnie Walker.
Sherrington, who had agreed to stay in his post at SABMiller until a successor was found, leaves without a job to go to.
During his tenure, Sherrington was tasked with establishing the group's marketing function after its £3.8bn acquisition of Miller in 2002 and subsequent rebranding from South African Breweries to SABMiller.