De Graaff’s (pictured) role will be responsible for developing and executing commercial strategies for premium content. He will report to chief content officer Helen Jackson.
The expanded remit builds on the former ITV Studio exec‘s experience managing BBCWW’s relationships with key national and global customers while serving as executive vice president for Western Europe.
Nick Percy will take over de Graaff’s former role on September 1 at BBCWW’s London office. The role will have him oversee all of the company’s business activities in Western Europe, which consists of Benelux, France, Germany, Iberia, Italy and the Nordics.
Percy’s remit includes responsibility for BBCWW’s sales clients, the Northern European channels portfolio and production bases in France, Germany and the Nordics.
Jackson said: “I’m delighted that Tobi will be bringing his huge experience and understanding of the changing sales landscape to our premium production partners in this pivotal new role.”
Paul Dempsey, president of global markets at the BBC’s commercial arm, BBC Worldwide, said: “Nick is a successful leader whose understanding of the increasingly complex European landscape makes him perfectly suited to growing our business across these important markets.”