BBC Worldwide, the commercial arm of the UK public broadcaster, has hired Sarah Holt as head of brand and global campaigns.
In the newly-created position, Holt will manage branding and the launch strategy for Worldwide’s new channels BBC First, BBC Brit and BBC Earth.
She joins from tech firm Hailo where she was UK head of marketing. Before that she was at UK TV, the channels group that is part-owned by BBC Worldwide.
In her new role Holt will report to Tom Lucas, director of BBC Brand and Branded Services.
Worldwide said her hire was part of its wider strategy to build the BBC brand internationally.
Tom Lucas said: “Sara’s innovative brand-building experience will be invaluable in helping us to inspire global audiences.”
Sara Holt said: “I’m thrilled to be joining BBC Worldwide at such an exciting time, the chance to launch three new genre brands globally is a fantastic challenge offering huge scope for creativity and innovative marketing.”