Marketing director Baylay to leave BBC

BBC marketing director Sharon Baylay is to leave as the corporation cuts its existing marketing department.

The division of marketing, communications and audiences which Baylay presided over will be axed, and will join an expanded operations group led by the BBC’s chief operating officer, Caroline Thomson.

Baylay has only been in the role since May last year. She was previously general manager at Microsoft Online Services Division UK.

Her departure follows the announced exit yesterday of deputy director general Mark Byford, as the broadcaster reduces its executive board.

In a statement the broadcaster says: “This will enable the BBC to realise further efficiency savings in support and management costs.”

In April last year the BBC indicated it planned to cut its £80 million marketing budget by 5%.

Director general Mark Thompson also confirmed he planned to cut the cost of senior management by 25% by the end of 2011.

In a statement to staff today, Thompson says: “My objective is simplification – simplifying reporting lines, simplifying structures and reducing the number of senior managers. No one should doubt our continuing belief in the importance of the work done by these divisions and the crucial role they have to play in the future of the BBC.”

Last October the broadcaster appointed Nicky Douglas director of marketing, communications and audiences for BBC Vision.
The changes will see a smaller BBC executive board from April 2011, with just seven posts.

Director of BBC News Helen Boaden will now join, with Peter Salmon, director of BBC North, and Lucy Adams, director of BBC People exiting the board, but staying in their roles.

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