Based in the UK, Gernow will oversee marketing for the UK, Ireland, Benelux and Scandinavia, from December 1.
Gernow was previously brand director for pre-school toys. His appointment ends an extensive six-month external search for the right candidate. He reports to senior vice-president for Northern Europe Soren Torp Laursen.
Gernow will manage a strategic overhaul earmarked for the new year, which introduces the tagline 'Play On' to replace the present line 'Just Imagine'.
This forms part of a global brand strategy steered by a taskforce set up last year by chief executive Kjeld Kirk Kristiansen.
"'Play On' is direct, active and inviting and focuses on the experience of open-ended play throughout life. It is meant to capture the spontaneity and coolness of play," said Gernow. "It unites all aspects of the Lego brand under one voice and will be communicated globally."
The company is refocusing on its traditional battleground, having discontinued many electronic products designed to take on video games companies.
Lego is also dropping its segmentation of toys into age groups to create lifestyle categories known as 'Make and Create', 'Stories and 'Action' and 'Next'. The change aims to broaden the appeal of its toys instead of appearing pigeonholed to some age groups. However, 'Explore', the range that replaces Duplo, will still be aimed at pre-school children.
Gernow will oversee all agency relationships for the region. Lego appointed Young & Rubicam to its £60m global advertising account late last year, with Rainey Kelly Campbell Roalfe/Y&R responsible for the European business.
The company's major push this year has been the promotion of its high-tech robots called 'Spybotics'. Last year the firm achieved global sales of more than £800m.
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