Codrington Fernandez has more than 20 years' experience in advertising and communications, holding roles at firms including Saatchi & Saatchi, Hill Holiday, Ogilvy & Mather and Myrtle Education.
Steve Harding, 141 Worldwide CEO, said: "This is an important new role that will enhance our creativity in consumer engagement, trade communications and strategic development of our global, multi-regional and key local brands.
"Marcus's leadership will help us to develop more compelling work and operate more efficiently through improved understanding of local and global needs with less duplications."
Codrington will work across British American Tobacco brands including Dunhill, Lucky Strike and Pall Mall.
The appointment comes as it emerged that BAT is set to increase its trade marketing spend and boost point-of-sale activity.
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