Shelley Macintyre will replace former CEO of brands and licensing Nicki Sheard who joins fashion brand Me+Em as chief commercial officer.
BBC Studios has promoted the brand’s lead marketer Shelley Macintyre to interim CEO of brands and licensing as its former CEO Nicki Sheard heads to luxury fashion brand Me+Em.
From 1 December, Sheard will become chief commercial officer of Me+Em after almost six years at BBC Studios and over a year as CEO of the brands and licensing division.
BBC Studios has promoted the brand’s lead marketer Shelley Macintyre to interim CEO of brands and licensing – as its former CEO Nicki Sheard heads to luxury fashion brand Me+Em.
From 1 December, Sheard will become chief commercial officer of Me+Em after almost six years at BBC Studios and over a year as CEO of the brands and licensing division.
Macintyre, who joined BBC Studios in July last year as senior vice president of global marketing, will move into the interim CEO role for the division to “continue to grow the cultural and commercial power” of its brand IP, according to her LinkedIn post.
In the meantime, BBC Studio’s vice president of brand and marketing and strategic projects, Chris Aylott, will replace Macintyre, also in an interim capacity.BBC Studios’ Nicki Sheard on her transition from CMO to CEO
BBC Studios is a commercial subsidiary of the BBC. It creates and produces content that is distributed across the world. It does not receive public funding but is responsible for generating revenue and profits which are returned to the BBC to support the licence fee.
Prior to joining BBC Studios, Macintyre was general manager and CMO of Allplants.
Speaking with Marketing Week earlier this year, she discussed the long-term ambition for BBC Studio’s biggest brand, Bluey, to have 100% awareness and become “the next Mickey Mouse”.
“We’re seven years in, but we want to build a brand for the next 20 to 30 years,” she said. “We need to constantly make sure we’re authoring the strategy to keep it timely, while also ensuring those foundations are really strong, so that we can have that longer-term impact in culture and in commercials.”‘The next Mickey Mouse’: Why BBC Studios is realigning to drive Bluey’s next stage of growth
Meanwhile, Sheard announced her departure from BBC Studios last week. She has been responsible for leading the internal transition from a genre-led approach, where teams are divided into shows depending on type, such as scripted and factual content, toward a brand-led strategy.
This shift created dedicated teams for properties like Bluey as well as Doctor Who and Strictly Come Dancing.
She was also responsible for overseeing BBC Studios’ global digital brands, new business and marketing, branding, data and insights teams, digital and physical publishing, music publishing and licensing, live events, gaming and the metaverse.