Yeung is exiting her current post as EVP of global content sales at the BBC’s commercial wing, nine years after she joined as senior VP and general manager of the sales business in Asia.
Her hire at eOne Television International is part of an overall expansion strategy to leverage sales activity in local markets.
She will lead sales efforts and a team in Asia Pacific, focusing on deals for film and TV content to broadcasters and OTT services throughout the region.
Yeung will report to eOne Television International president Stuart Baxter, who said: “APAC is an important region for us and Joyce’s extensive market knowledge, experience and relationships in the region will be crucially important to eOne and our leadership team as we continue to build on the company’s growth and expand our global presence.”
Before leading BBCWW’s sales efforts in Asia, Yeung was VP of sales and business development at Sparrowhawk Media, which has since been subsumed within NBCUniversal, and executive sales director at Disney International Television Asia, where she worked for eleven years.
“I can’t think of a more exciting time to join eOne as the company continues to grow and invest into premium content. I look forward to the opportunity to contribute further growth in the APAC region,” said Yeung.
The hire comes after eOne hired DRG buying chief Noel Hedges as EVP of acquisitions in June.