Sheard becomes chief marketing officer at the UK public broadcaster’s commercial arm and will set the global marketing strategy for the company and its brands, including Doctor Who, Top Gear and Strictly Come Dancing/Dancing With The Stars.
She will also lead on commercial exploitation of BBC Studios’ franchise portfolio of brand such as BBC Earth, BBC First and BBC Brit, and will oversee the BBC Studios brand and its sub-brands around the world.
Sheard, who takes up her new role in March, re-joins the BBC from Charlotte Tilbury Beauty, where she has overseen marketing since 2017.
Prior to that, she spent a decade in senior marketing positions across the media sector including. being head of marketing at BBC News, where she worked on both the BBC News Channel and online news. Sheard has also held positions at King Digital Entertainment, the company behind digital game Candy Crush and worked on the TV series for CBS.
Tim Davie, CEO at BBCS, said: “Nicki is a supreme talent, who has proven herself many times over as a positive force for growth and transformation. She brings fantastic strategic capability, proven marketing credentials and a deep understanding and love of our programmes and brands to BBC Studios.
“Nicki will play a critical role taking our bold British creativity to new customers, audiences and opportunities the world over.”
Sheard added: “I can see the many opportunities for our programme-makers, branded services and brands both in the UK and beyond, and I am excited by the chance to play a part in its next stage of growth.”