Lucas, the controller of channel marketing and interactive at ITV, will join UKTV in January to take charge of the marketing of its nine channels and other commercial activities.
Before joining ITV in 2005, Lucas ran the BSkyB account at HHCL & Partners, and previously worked as an account director at St Luke's.
At ITV, he was responsible for on- and off-air marketing for ITV's digital channels, the revamped ITV.com and for its ITV Local and ITV Mobile services. During his two years there, Lucas signed off campaigns for programmes including Supernatural and Secret Diary of a Call Girl.
At UKTV, a joint venture between the BBC and Virgin Media Television, Lucas will be responsible for the marketing of channels including UKTV Gold, UKTV Food and the recently relaunched men's channel Dave.
Lucas said: "I'm looking forward to helping UKTV capitalise on a powerful portfolio of channels in the run-up to digital switchover."