BBC Studios has appointed former general manager and CMO of Allplants Shelley Macintyre as senior vice president of marketing to generate “commercial and cultural value”.

She will be responsible for “driving marketing performance and maximising growth” for BBC Studios’ portfolio of consumer brands, including Bluey and Doctor Who, and new businesses. Her appointment is effective from today (15 July).

BBC Studios is a commercial subsidiary of the BBC. It creates and produces content that is distributed across the world. It does not receive public funding but is responsible for generating revenue and profits which are returned to the BBC to support the licence fee.

Macintyre, who will report into the president of brands and licensing Nicki Sheard, takes over from Sharon Hegarty who held the role on an interim basis. Hegarty will move across to become senior vice-president of corporate marketing.

“This is an exciting moment in BBC Studios’ development, where – via our mission to inform, educate and entertain audiences across the Globe – I will be responsible for generating positive commercial and cultural value from the deployment of our brand IP,” she says.

Alongside heading the global brand strategy and marketing for BBC Studio’s brands, Macintyre will work with production and other business areas to identify and develop new IP, develop brand strategies to drive the division’s commercial growth and work closely with the in-house creative team to deliver cross-platform campaigns.

Allplants’ marketing boss on swapping big brands for the ‘wild’ ride of startup life

Macintyre joined Allplants, a plant-based meal delivery service, as general manager and CMO in February 2022. At the time, she told Marketing Week that the startup world was the equivalent of “business life and death”.

“It’s always wild and chaotic, because by nature startups have to be relatively short term, scrappy and tactical for survival. The moment that I’ve been trying to find when joining small businesses is the point where they’ve proven their market fit and the leaders – generally the founders – know they need to be thinking more long term about their brand,” she explained.

Having joined Unilever’s graduate leadership programme in 2003, Macintyre spent six years at the FMCG giant, culminating as global brand manager for haircare brand Sunsilk. Next came six years at Coca-Cola, where she rose to marketing manager for Coke Zero in Europe.

In 2016, she entered the startup world, assuming the role of global and UK marketing director at craft gin brand Sipsmith, which was eventually acquired by Beam Suntory, before moving to Allplants.