BBC Worldwide appoints Kellie as its first marketing director

BBC Worldwide has appointed veteran BBC marketer Helen Kellie (pictured) as its first marketing director. Kellie, director of marketing, communications and audiences at the BBC’s Vision section, will move to the corporation’s commercial arm in October.

Kellie will be responsible for building up marketing and audience research functions across all of BBC Worldwide’s portfolio. She will report to chief executive John Smith.

BBC Worldwide says the role will be “key” to its transition to a “more consumer-facing business” around the world.

Kellie has been working at the BBC since 2000, joining as head of brand and planning and moving to her current role in 2006, heading up a 130-strong marketing team and reporting to Vision director Jana Bennett.

During her tenure, Kellie was involved in relaunching BBC Three and CBBC. She has also worked marketing and publicity initiatives for programmes including Dr Who, Life in Cold Blood and Strictly Come Dancing.

Prior to joining the BBC, Kellie was at household products company Reckitt Benckiser, where she worked in various roles in the UK, New York and Paris.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here