McHugh currently oversees digital advertising and media in his role as head of brand communications. He sits in Billingsley's leadership team alongside Orange's head of sponsorship, head of direct marketing and head of retail marketing.
His promotion has been announced as Billingsley is to leave Orange for Saatchi & Saatchi Asia at the end of May.
Orange said in a statement:
"We can confirm that Justin Billingsley, UK brand director at Orange UK, will be leaving the company to take up a regional leadership role with Saatchi & Saatchi in Asia. Justin has been a great asset to Orange doing an excellent job on strengthening the brand over the last two years. At the same time, Orange is pleased to announce that Spencer McHugh will be promoted to the role of brand marketing director. Spencer is currently head of brand communications at Orange, leading the advertising, media and digital marketing teams. Justin will be leaving Orange at the end of May."
In August last year, Billingsley vowed to increase Orange's innovation in digital marketing and the mobile giant set aside a portion of its £73m marketing budget to do so.
Last month Orange triumphed at the Revolution Awards for Innovation with its Play Balloonacy campaign developed by Poke and i-level. Billingsley also developed ties with Mediaedge:cia and AKQA to improve Orange's advertising.
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