BBCWW recruits Harry Potter exec for D2C

BBC Worldwide has brought in Anna Rafferty to develop its direct to consumer offerings.

She will be digital marketing director at Worldwide, the commercial arm of UK pubcaster the BBC, joining from Pottermore, the Harry Potter business. Before that she ran Penguin Books’ digital division.

In her new role Rafferty will work up Worldwide’s consumer facing services and lead its short-form and social content production unit BBC Worldwide Digital Studios.

Jackie Lee-Joe, BBC Worldwide’s chief marketing officer, said: “The pace of evolution in the digital and mobile media world is terrifying to some but thrilling for others who not only see the opportunities – but have the requisite skills to grab them.

“Anna’s one of those people and her track record in developing story-telling skills, embracing new forms of content and communication, and building direct and meaningful relationships with key audiences and partners is exactly what we need to ensure that our brands cut-through at every level.”

Rafferty takes up her new role on January 3 and she will report into Lee-Joe. She said: “I have loved every second of my time at Pottermore and am so proud of everything – from the Patronus Experience, to Fantastic Beasts – that I was lucky enough to work on.

“The opportunity to now join the team at BBC Worldwide, crafting digital marketing and storytelling across a portfolio of such incredible and well-loved BBC properties, well, it feels like the ultimate Christmas present.”