McGovern has held a number of jobs in the wine trade, including marketing and business development roles for Graham Beck Wines, Southcorp Wines and the Wine Institute of New Zealand.
She will start work at Australia House in London on April 6.
The creation of the new UK-based role is part of a "progressive restructure of the Wine Australia marketing platform", according to the body.
General manager of market development Paul Henry said: “I am aware of how keenly anticipated this appointment has been, and while all candidates have been of a high and credible calibre, Lisa’s communication experience and original commercial thinking marked her out as the individual who could best meet the challenges.
"The need for a positive sense of renewal and energy, that addresses opportunities at a local market level, is the key milestone in the next 12 months. I look forward to working with Lisa and all of the team on the next chapter for Wine Australia.”