Former Microsoft Exec Fills Top BBC Marcoms Role

The BBC has appointed Sharon Baylay as Director of its Marketing, Communications and Audiences division. Formerly General Manager of Microsoft Online Services Division UK, she replaces Tim Davie who was promoted from the role last year.

She leads more than 400 staff responsible for marketing, communications, audience research and audience services across the corporation, and will report directly to BBC Director-General Mark Thompson.

At Microsoft, which she joined in 1993, Baylay recently oversaw the growth and development of the Windows Live and MSN businesses, including newly acquired Multimap. Earlier she ran international MSN businesses in EMEA, Asia Pacific, Greater China and the Americas. She maintained a strong interest in Internet security and child protection matters, playing a leading role in MSN and Microsoft's involvement in the Government-led cooperative effort on cyberbullying, implementation of feedback from its membership of the Home Office Task Force on Child Protection on the Internet, and overseeing participation in the Internet Watch Foundation.

She began her professional career at Olivetti and Computacentre.

Announcing the appointment, Thompson said: 'The BBC's relationship with our audience has never been more important than it is today. Sharon's passion, energy and leadership will help ensure the BBC keeps the needs and views of our audiences at the forefront of everything we do. Her experience of relating to audiences in different environments will be especially valuable.' Baylay herself comments: 'It is a privilege to join the world's leading broadcaster at this important time. The BBC plays a unique and special role in the UK and across the world, a role that feels especially important right now.'

Davie moved to the role of Director of BBC Audio & Music last year. The BBC is online at www.bbc.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.