Exec appointments at SBS

2014-06-11_1427SBS has appointed Helen Kellie to the new position of Chief Content Officer and announced Amanda McGregor, currently Head of Marketing for ITV Network Drama, as its new Director of Marketing.

The changes follow the departure of Katherine Raskob as Group Marketing Manager earlier this year.

McGregor will return to Australia from the UK to drive SBS marketing and brand strategies.

Prior to ITV, she held various senior marketing roles at the BBC and BBC Worldwide including Commercial Director for Doctor Who and Marketing and Brand Director for BBC Worldwide in Australasia, where she led development of its channel and global brands.

“I’m very much looking forward to joining SBS and leading marketing and brand strategy to support the growth of SBS’s unique offering across platforms,” she said.

SBS Managing Director Michael Ebeid said: “Amanda replaces Helen Kellie, who has assumed a new position of Chief Content Officer at SBS, which brings together SBS content and marketing teams, and our genre focus areas under one umbrella, to maximise the impact and experience for Australian audiences of our unique SBS content offering across our traditional and digital platforms. With Amanda’s mix of public and commercial broadcasting experience, nationally and abroad, she will add significant value to our strong SBS executive team.”

SBS Chief Content Officer Helen Kellie said: “I am delighted to welcome Amanda home to Australia and to SBS, where her wealth of experience and achievement in innovation and creative marketing execution in a crowded, multi-channel environment will be invaluable to SBS as we drive strategies to grow our unique voice.

“Amanda will play a pivotal role in our continued efforts to cement SBS’s reputation for high-impact, creative marketing campaigns on modest budgets, which support the programs and content that only our special Charter can deliver to Australian audiences.”

McGregor will report to the Chief Content Officer and begins in August.


  1. SBS sure do make a lot of announcements about executive staff appointments. I’d really like to know what’s happening with drama and comedy at SBS. The truth is East West, The Circuit and Wilfred were commissioned in SBS’ heyday – and that seems like a very long time ago indeed.

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