Sheard is returning to the BBC from Charlotte Tilbury Beauty, where she has been CMO since 2017, leading its digital transformation.
At BBC Studios, Sheard will lead the commercial exploitation of the BBC’s programme brands such as Doctor Who, Top Gear and Strictly Come Dancing/Dancing With The Stars, as well as BBC Earth, BBC First and BBC Brit channel brands.
Nicki Sheard commented: “I’m thrilled to join BBC Studios as it continues to create and commercialise world-famous programmes across almost every genre. 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. I have always loved the BBC’s brands, content and purpose, and look forward to working with colleagues old and new as CMO of BBC Studios.”
Tim Davie, CEO, BBC Studios, added: “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.”
During her previous spell at the BBC, Sheard was head of marketing in BBC News, working on both the BBC News Channel and online news. As Director, Marketing & Audiences for Radio & Music, she launched the BBC iPlayer Radio app, the forerunner to BBC Sounds, and BBC Radio 4 Extra (the former Radio 7), and worked on pan-BBC brand strategy.
In 2014 she moved to King Digital Entertainment, where, as FVP, Brand she led Candy Crush’s move into franchise entertainment, including a Candy Crush series for CBS, on which she acted as Executive Producer, and oversaw a high volume of launch and licensing activity for the brand.
She started her career at Procter & Gamble in brand management, before joining McKinsey & Co. to work across a variety of consumer and media clients.