Virgin has promoted Brian Waring to brand director in charge of V Shop, the new retail concept it unveiled in September.
Waring, previously head of marketing for Our Price, the outlet which is being converted to V Shop, will sit at board director level.
He will oversee all the marketing for the two brands, and will concentrate on continuing the launch of V Shop and building the brand next year.
The move comes as Virgin prepares to launch a pounds 3m TV and press campaign through Circus. It is set to run next week to promote the new stores. The campaign will run until Christmas.
Virgin will have transformed more than 100 of its 220 Our Price stores into the new V Shop concept by the end of this month, and aims to rebrand the remainder by the end of next year.
The concept was created by Circus, while JHL created the store design.
Richard Branson's Virgin Group bought WH Smith's stake in the Virgin Our Price music chain in July 1998 for pounds 145m.