The former Honda marketing chief joins from Callaway Golf, where he was European marketing director.
Dodds will be tasked with reinvigorating the broadcaster after its end-of-year results revealed a net loss of £120.8m, compared with a loss of £61m a year ago, while revenues were down 1.5% to £991.1m.
Dodds will take up the position from 1 April reporting to Virgin Media Television managing director Jonathan Webb. Webb's role had previously included responsibility for heading the marketing division.
Dodds will be responsible for all aspects of brand and marketing strategy for the company's portfolio of entertainment brands, which incl-udes Living, Bravo, Challenge, Trouble and Virgin 1.
Sitting as a member of Virgin Media's senior strategy group, Dodds will oversee on- and off-air creative direction, public relations, consumer marketing, brand management and media planning.
Virgin Media Television reported an increase of 37,800 subscribers for the third quarter of last year, taking its subscriber base to 3.58m. This compared unfavourably with Sky's recruitment of 87,000 additional customers in the same quarter.
As UK marketing chief for Honda Cars, Dodds helped push the marque through the 100,000 annual car sales barrier for the first time, in 2007.
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