The BBC has appointed a former Five marketer to head its digital and new media.
David Bainbridge takes the role of marketing chief and reports to Tim Davie, BBC director of marketing, communications and audiences.
Insiders say it is a “critical” appointment and Bainbridge will play a crucial role in guaranteeing the corporation’s future at the forefront of British broadcasting.
Bainbridge will head a marketing team of 16 in the new division, which brings together all the corporation’s digital and new media work for the first time. It forms part of a restructure that Davie, an executive board member, is implementing.
The corporation’s marketing, communications and audiences division will have its number of departments cut from 20 to eight with a loss of more than 100 posts. Bainbridge is expected to be one of the few external appointments made. He is tasked with increasing take-up of digital television and radio, on-demand TV, internet and broadband penetration and boosting the reach of bbc.co.uk.
Bainbridge will also play a key role in the BBC’s involvement with Freeview, Digital UK and developing the BBC’s free-satellite offering. The division also encompasses the bbc.co.uk website, BBCi, Digital Access TV and on-demand services such as through broadband and high-definition television (HDTV) services.
Bainbridge comes from YooMedia, the UK’s third largest provider of interactive services, where he was managing director of Enhanced Solutions (MW June 23, 2005). He was previously managing director of mobile marketing agency Whoosh, which was bought by YooMedia, and before that deputy marketing director of Five and a member of the broadcaster’s launch team.