BBC Studios, the commercial subsidiary of the BBC, has appointed Julie Mayville as director of social advertising sales, effective immediately. Mayville will be responsible for creating and implementing the commercial strategy and go-to-market launch for the company’s social advertising sales function for North America and Latin America.
In what is described as a new role for the company, Mayville will be charged with attracting advertisers and brands to align with BBC Studios Social’s 90+ social channels, which combined to reach over 4.7 billion views globally in 2022. She will report into VP, digital ad sales, Jacqueline Greichen, and work closely with Jasmine Dawson, SVP, digital who leads BBC Studios Social globally.
Dawson said Mayville “brings tremendous experience in developing global partnerships having led teams in more than 20 markets, executing global strategies, and scaling data-driven storytelling. She will play a crucial role in growing a strong and influential sales team on the ground in the US, helping BBC Studios Social deliver new branded entertainment opportunities for partners in the region.”
Mayville added: “I’m excited to join a company with such a strong portfolio of globally recognised brands as BBC Studios. From Bluey to Doctor Who, to BBC Earth, the breadth and depth of the company’s content is unmatched in the marketplace. I look forward to working with our partners to tap into our world-class, brand safe channels.”
Mayville joins BBC Studios from Twitter, where she served as lead global client partner in technology, telecoms and entertainment. Prior to Twitter, she held sales roles at Vevo and Microsoft and was responsible for working with clients to bring video and digital experiences on owned and operated platforms, CTV and YouTube.
Mayville’s hire is the latest in support of the growing social sales outfit which recently announced that for the first time the group will proactively offer social-first branded entertainment opportunities to clients and advertisers.
BBC Studios’ portfolio of brands continues to grow across social platforms audiences. Top performing brands include Doctor Who (167m views on YouTube and Facebook in 2022), BBC Earth which has 35 million followers across all social platforms and Bluey which saw 1.1 billion views on YouTube and is the fastest growing preschool brand on TikTok ever – with 2.2 million acquired followers in nine months.
