BBC Worldwide Australia appoints Helen Pendlebury

BBC Worldwide Australia has appointed Helen Pendlebury as head of commercial, entertainment and children’s brands.

The announcement:

BBC Worldwide Australia has appointed Helen Pendlebury in the new role of Head of Commercial, Entertainment & Children’s Brands.

In this newly created role, Pendlebury will be responsible for the business development around some of BBC Worldwide’s biggest global brands, including Doctor Who and Dancing with the Stars as well as a range of children’s properties such as Charlie and Lola. Pendlebury will take up her new position in May and report directly to Amanda McGregor, Director of Brands, Consumer and New Ventures.

“Helen comes to us with a wealth of commercial experience and a strong track record in developing brands and fan enjoyment beyond the TV screen” said McGregor of the appointment, “We are thrilled to have someone of Helen’s calibre join the team as we continue to build our rapidly expanding branded business in Australia and New Zealand.”

Pendlebury joins BBC Worldwide Australia from ITV in the UK, where she is currently Controller of Multiplatform Solutions, Commercial & Online, responsible for the commercial strategy, vision and roadmap for ITV’s program brands across digital platforms, including global formats such as the X Factor and Downton Abbey. Prior to this, she has held numerous positions in the digital strategy and business development sphere in both television and radio.

“This is an exciting opportunity and a great time to be joining BBC Worldwide Australia with the next series of Dancing with the Stars about to begin and the upcoming 50th Anniversary of Doctor Who in 2013,” added Helen Pendlebury. “I’m really looking forward to working on such fantastic and iconic brands and applying my previous experience developing successful entertainment properties in a new market.”

In this role, Pendelbury will work alongside Heather McIlfatrick, Head of Commercial, Factual Brands to further develop and drive growth for BBC Worldwide’s brands in territory.

BBC Worldwide’s Brands, Consumer and New Ventures business seeks to extend opportunities beyond television platforms through brand partnerships, Home Entertainment products and digital activities such as gaming, live events and exhibitions, consumer products, magazines and more.

Source: BBC Worldwide Australia press release

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