Netflix has named a BBC veteran as its new chief marketing officer as the group looks to shine a spotlight on its original content globally and fight off a growing number of video subscription rivals.
Jackie Lee-Joe, chief marketing officer of BBC Studios at 2015, steps up to the video streaming service, home of shows like Stranger Things, The Crown and Making a Murderer.
She joined the BBC from Skype, where she was global director for audience, entertainment marketing and broadcast media. Prior to that she was at Virgin Mobile, Carphone Warehouse and Orange.
She will make the move to Los Angeles to take up the role in September, succeeding retiring Kelly Bennett. In the BBC Studios role she was tasked with ensuring its global marketing efforts were consistent across the world and in line with the public service broadcaster's guidelines. She had oversight of more than 300 BBC Studios brands globally.
Ted Sarandos, Netflix chief content officer, said: “Jackie is a truly original thinker with a wealth of global experience - making her the perfect fit as our next CMO. I'm excited to work with her in promoting our brand and original programming in new and creative ways to members all around the world.”
On her appointment, Lee-Joe added: “Netflix is a much loved and respected brand, entertaining audiences everywhere with its rich and thought-provoking original programming. I’m thrilled to be joining one of the world’s most creative, dynamic and fearlessly innovative companies.”
Netflix boasts 148 million memberships in over 190 countries.
Lee-Joe's hiring comes as Netflix's business model looks set to shift with rumours of ads on the service, but it is likely to meet resistance.
Almost three quarters (72%) of UK TV subscribers are completely against sponsorship or ads services such as Netflix and Amazon Prime TV. Nearly a quarter (23%) of Netflix subscribers would upgrade to an ad-free premium model if it were to begin showing any form of ads.