BBC Worldwide appoints chief brands officer to develop global business

Editor | 28-12-2012

As part of a restructure from divisional to geographic lines of management, and also its ongoing strategy to maximise the value of its assets outside the UK, the BBC has appointed Amanda Hill as chief brands officer of BBC Worldwide.

The new position for the cash-strapped corporation, still reeling from the management blunders that led to the resignation of Director General George Entwistle, is designed to play a key role in enabling BBC Worldwide to build and develop global brands such as Top Gear, BBC Earth, Doctor Who, Dancing with the Stars, BBC Knowledge, CBeebies and the Global iPlayer.
Hill is currently managing director of BBC Earth, which, says the BBC, she established as a global, consumer-facing natural history brand with a dedicated YouTube channel, a commercial productions unit and a production slate that includes two BBC Earth films currently in-production — Walking with Dinosaurs 3D and Enchanted Kingdom 3D — for which she is also executive producer.
As part of the BBC’s senior executive team, Hill will be tasked with developing, segmenting and managing the current brand portfolio of 14 BBC Global brands while also developing and building new BBC brands to protect and develop future brand revenue growth.
Commenting on the new role, she said: I'm absolutely thrilled to be taking up the role of chief brands officer. The BBC is one of the greatest broadcasters and the most trusted brands in the world and I passionately about the role it plays internationally and here in the UK. With the rise of truly global digital channels, now is an incredible time to bring the BBC to the world and the world to the BBC.”
Paul Dempsey, interim CEO BBC Worldwide, said: “I’m delighted to announce Amanda’s appointment as chief brands officer for BBC Worldwide. She has an outstanding record in growing brands such as Walking with Dinosaurs and BBC Earth, and I have no doubt that she is the right person to build and develop our core brands around the world. She will take up the post early in the New Year and will play a key role in bringing us closer to our global audiences as we drive forward our restructuring plans.”