BBC Studios names Poulter as VP Digital – Commercial
September 12, 2023
In this new role for the company, Poulter will be focused on commercially growing BBC Studios’ roster of brands and IP including the established Top Gear, Doctor Who and BBC Earth as well as kids’ properties such as Bluey and Hey Duggee; and expanding their reach across all digital platforms to fully connect with new and existing audiences. BBC Studios currently manages more than 90 premium social channels, which combined to reach over 4.7 billion views globally in 2022. Poulter will report into Jasmine Dawson, Senior Vice President of Digital and will work closely with both the content and sales teams led by Athena Witter (Vice President of Digital Programming) and Gary Webber (Group Head of Advertising) respectively.
Dawson commented: “We’re delighted to welcome Nat to the BBC Studios Social team. He brings tremendous experience in growing digital-led businesses as well as strategically driving advertising opportunities and revenue streams. As we continue to expand our social and digital offerings, he will play a crucial role in building a diversified commercial model that will underpin our digital consumer proposition”.
Poulter added: “There are few businesses that talk to audiences across so many different platforms as BBC Studios. With such a strong portfolio of globally recognised brands, the breadth and depth of the company’s content is unrivalled. I look forward to working with the teams and connecting the different content and data assets from across the business to deliver a really exciting offering to our biggest clients.”
Poulter joins BBC Studios from Jungle Creations, a Global Social Publisher where he was co-chief executive officer. Prior to this, he launched and led the programmatic monetisation strategy for DMG Media, the global publishing house.
Poulter’s hire is the latest in support of the growing digital sales outfit which recently announced that for the first time the group will proactively offer digital advertising opportunities with a particular focus on social video advertising and social-first branded entertainment to clients and advertisers. Since launching in 2018, BBC Studios, the commercial subsidiary of the BBC, has commissioned over 800 pieces of original content to date across kids and family, factual, and comedy.
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 9 months.