Netflix has poached Jackie Lee-Joe from BBC Studios to run its marketing operations as part of an overhaul at the top of the company.
She is the second executive to leave BBC Studios, the commercial arm of the government funded UK broadcaster, in recent weeks after Ann Sarnoff joined movie studio Warner Bros as chief executive.
Ms Lee-Joe joined BBC Studios as chief marketing officer in 2015 from Skype. She is the latest new face at Netflix after Rachel Whetstone joined from Facebook last August to head up its global communications operations and Spence Neumann was appointed chief financial officer in January after joining from video games company Activision Blizzard.
Netflix’s marketing budget is forecast to increase to almost $3bn this year as it continues to push its international growth strategy. The media company is devoting more of its $8bn programming budget outside of the US.
Ms Lee-Joe replaces Kelly Bennett who said in March that he would retire after six years at Netflix. She will report to Ted Sarandos, Netflix’s chief content officer.
“Jackie is a truly original thinker with a wealth of global experience — making her the perfect fit as our next chief marketing officer,” said Mr Sarandos.
Ms Lee-Joe, a graduate of the University of Sydney, has also worked at Virgin Mobile, Carphone Warehouse and Orange during her career.