Smith is currently acting head of brand and sponsorship partnerships and will commence his role on 20 July, taking responsibility for the advertising, digital and media strategy of Orange UK.
He takes on this role from McHugh following his appointment as UK brand director on the departure of Justin Billingsley.
Smith joined Orange UK in 2003 as advertising manager. In September 2008, he took on the role of acting head of brand and sponsorship partnerships where he led Orange's strategy in this area and maintained existing partnerships including the high profile Orange Wednesdays, Orange British Academy Film Awards and Orange RockCorps.
He will be replaced in his role by Hattie Magee when she returns from maternity leave.
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