LONDON: The BBC, arguably Britain's best known global brand, has appointed its first-ever global marketing director for BBC Worldwide from within its own labyrinthine corridors of power.

Helen Kellie (pictured), formerly director of marketing, communications and audiences at the BBC's Vision unit, will report directly to the latter's ceo John Smith on all matters relating to marketing and audience research across the division's global portfolio.

The BBC, which these days can mix marketing clichés with the best of them, describes Kellie's appointment as "key" to its transition to a "more consumer-facing business" around the world.

Before joining the BBC, she worked in various roles for European fmcg giant Reckitt Benckiser in New York, Paris and the UK.

Data sourced from; additional content by WARC staff