MUMBAI: UK pubcaster BBC's commercial arm BBC Worldwide has appointed Stella Creasey to the newly-created role of VP of research for global TV sales. Creasey will join BBC Worldwide in London at the end of March.

Creasey will lead a new research team to provide BBC Worldwide's global TV sales division with new levels of insight into the performance of its catalogue. The move is part of the division's strategy to become more customer focused.

BBC Worldwide global TV sales MD Steve Macallister said, "I am delighted that Stella Creasey has agreed to join our global TV sales team. Stella has a fantastic pedigree working at a senior level in audience insight in both Europe and Australia, and more recently in BBC marketing, communications and audiences.

"We are on a major drive to deepen our insight into market trends and consumer viewing habits. Stella's experience in telecoms, digital and traditional media will be invaluable to the global TV sales business, as the market evolves and competition for viewers intensifies."

Creasey says, "This is a very exciting opportunity for me, and I am looking forward to leading a new team and contributing to the rapidly growing success of the global TV sales team."

Creasey has worked as a marketing and research professional for over 14 years in the UK, Australia and Europe, and is currently development executive for creativity and audiences at the BBC.

She has also been employed as head of television research and new nedia audience research at the BBC.