SBS today announced the appointment of Amanda McGregor to the position of director of marketing, starting as of August 2014.

McGregor will return to Australia to join SBS from ITV in the United Kingdom where she is currently head of marketing for ITV Network Drama.

She replaces Helen Kellie, who has assumed a new position of chief content officer, which brings together SBS content and marketing teams, and its genre focus areas under one umbrella.

Kellie said in a statement: “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.”

On her appointment McGregor said: “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.”

Prior to ITV, McGregor 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.

McGregor will report to Kellie and drive SBS marketing and brand strategies.