The BBC Children in Need Appeal has appointed corporation insider Sally Deighan as chief executive, replacing Martina Milburn who moved to the Prince's Trust last month.
Deighan is a senior internal communications specialist at the BBC with a background in marketing and management, and takes up the role next month.
Sir Robert Smith, BBC governor for Scotland and chairman of Children in Need trustees, said: "Sally has the experience and dynamism to lead BBC Children in Need in this, our 25th anniversary year, and beyond."
Deighan said: "I am joining Children in Need at a time when it has achieved phenomenal success, raising more money than ever, and making a real impact on the lives of thousands of children across the country. It is a dream job."
Deighan joined the BBC World Service in 1998 as marketing manager, and moved on to head global marketing at the broadcaster.
At the age of 21, Deighan launched a charity to enable terminally ill people to travel by air.
She went on to work in tourism, initially at Coventry City Council and then at the No Ordinary Hotels group.