His appointment follows the departure of Virgin Mobile's original co-founders MD Alan Gow and deputy MD and commercial director Joe Steel.
Their joint decision to step down in June this year followed the £962m buyout of Virgin Mobile by Virgin Media a year ago.
"Graeme has been working in the mobile industry since its infancy and has helped pioneer the bringing together of mobile communications and entertainment, " said Neil Berkett, Virgin Media's chief operating officer.
"His commercial acumen and pedigree marketing credentials will ensure Virgin Mobile retains a dynamic and compelling presence both in the mobile market and as part of Virgin Media's unique quad-play proposition."
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