MUMBAI: BBC Worldwide is expanding the remit of Claude London, who becomes Digital Director, Consumer Products with immediate effect.

Reporting directly to BBC Worldwide MD consumer products Paul Dempsey, Claude will build on his previous role to execute an international eCommerce strategy for the business, as well as driving growth in the digital delivery of BBC Worldwide’s Consumer Product’s video output – both download-to-own and electronic sell through.

In addition, Claude will continue to partner with Consumer Product’s video, publishing, licensing and audio and music businesses, retail clients, and the rest of BBC Worldwide to create next generation, innovative digital consumer products that utilise the latest consumer technology and platforms.

In his previous role as BBC Worldwide senior VP global digital properties, he was responsible for encouraging the business to push digital boundaries, pioneering BBC Worldwide’s work with Facebook and other social media platforms as well as stewarding BBC Worldwide’s web and mobile properties such as TopGear.com and GoodFood.com, resulting in treble the number of visitors coming to these sites. He also created and delivered innovative partnerships between BBC Worldwide’s high profile brands with cutting edge digital operators in the mobile, connected TV and social media space. This includes the association between Dancing with the Stars and the world’s largest online community for teens, Stardoll, as well as the recently announced partnership between GoodFood.com and Ocado.

Prior to that, Claude was the VP of Digital Operations at Warner Music International, where he was central in driving digital commerce expansion outside the US.

Dempsey said, “As the Consumer Products Division continues to deliver on its strategy of extending fans’ enjoyment of their favourite shows, our digital business is becoming an ever more vital part of our ongoing success."

London said, “This is a very exciting time to be working in this space as we look to make BBC Worldwide’s great content available to audiences in new and ever more exciting ways.”