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.