SBS has appointed BBC veteran Helen Kellie as its marketing director. Most recently Kellie was chief marketing officer of BBC Worldwide, the commercial arm of the BBC, a role she has held since late 2008.
She first joined the BBC as head of brand and planning in 2000.
Kellie replaces Jacquie Riddell who departed SBS earlier this month.
SBS MD Michael Ebeid said: “I am delighted to welcome Ms Kellie to SBS as she brings to the organisation an outstanding combination of creative brand development and depth of understanding of broadcast media.
Kellie said: “I look forward to working with SBS during this exciting next stage in the organisation’s history, where the growing expanse of platforms and changing audience habits are creating real opportunities for innovative and creative marketing to really connect with our audience.
Before joining the BBC, Kellie worked for Reckitt & Colman (now Reckitt Benckiser) in London, New York and Paris.
She will be responsible for driving the SBS marketing and brand strategy.