CMO Kellie out in BBC Worldwide overhaul

BBC Worldwide chief marketing officer Helen Kellie is to leave amid an overhaul of the group’s commercial structure that sees it reorganised into regional divisions.

BBC Worldwide

The business will be split into seven geographic regions – North America, UK, Australia/New Zealand, Western Europe, Asia, Latin America and CEEMEA (Central & Eastern Europe; Middle East and Africa) which will report in to four presidents.

BBC Worldwide hopes that the new structure will help it “get closer to customers”.

Kellie, who was previously head of brand strategy at the BBC, and director of marketing, communications and audiences for BBC Vision, is relocating to Australia.

A number of new global roles have been created including a yet to be appointed chief brands officer, who will be responsible for the commercialisation of BBC Worldwide’s flagship channel and programme brands, global marketing activity, and the development of new brands.

A consumer digital group will be led by new chief digital officer, Daniel Heaf, will take responsibility for global digital strategy for apps, games and VOD, as well as features on, commercial websites and the Global BBC iPlayer.

Steve Macallister, will take on the new chief sales officer role and become president of BBC Worldwide Western Europe.

Jana Bennett, president of worldwide networks and the Global BBC iPlayer will also leave the business in late autumn.

Bennett is credited with the expansion of BBC worldwide into new markets and channels, and the roll out of the global iPlayer as well as the launch of programmes such as Strictly Come Dancing, the new Doctor Who, Planet Earth and The Thick of It.

The new structure will come into effect on 1 October 2012.

John Smith, CEO of BBC Worldwide, says: “The new organisation is designed to help us capture untapped opportunities for high quality British content and BBC branded services across the world, in order to sustain our track record of strong growth into the future.  It has been worked out over a number of months, with inputs from across the world, and throughout our company.  I believe it will accelerate delivery of our global ambition, and help us drive future growth and returns to the BBC, supplementing the licence fee.”

Read Marketing Week’s profile of Helen Kellie here.


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