Sue Farr, former BBC marketing chief, is “considering her position” after Greg Dyke’s management revamp left her without a senior executive role.
Dyke has created a directorate for marketing and communications, and put former chief executive of BBC Production Matthew Bannister in charge.
The move is a blow to Farr, who, until Bannister’s appointment on Monday, was director of public service marketing and head of broadcast marketing. She claims credit for successfully introducing marketing to a sceptical BBC, and had expected to be handed the top marketing job.
Bannister, who admits he has no formal marketing training or experience, says he wants Farr to remain within the division, but has yet to decide what role she may take.
Farr says: “I welcome the changes because the BBC has finally folded its remaining marketing and communications activities into one place and given the function a seat on the restructured executive committee. I have been championing this consolidation throughout my seven-year career at the BBC. At the same time, I need to consider my own position. The BBC has asked me to stay and I am considering that.”
Several leading industry figures have expressed dismay at the decision. Guardian Newspapers managing director Caroline Marland says: “Sue has done a fantastic job at the BBC. I find it extraordinary they are putting someone in charge who has never worked in marketing.”
Former Advertising Standards Commission director general Matti Alderson says she is “bewildered the BBC has made this decision”.