MUMBAI: BBC has roped in Sanjay Nazerali as the controller of marketing, communications and audiences (MC&A) for its global news division.

Nazerali who joins BBC in September will be leading the MC&A teams at BBC World Service, BBC World television, BBC Monitoring and the BBC's international online news services.

He will be responsible for building a single brand platform across the global news division. He will also be responsible for developing the marketing communications strategy to ensure that each part of the division has maximum impact in a converging media environment. He will directly report to BBC global news director Richard Sambrook.

Sambrook said, "We created this pan-divisional post to enable us to communicate a unified and compelling global news message around the world. He has a wealth of international experience in developing brand strategies within the broadcast, entertainment and retail industries, and I believe that with Sanjay on board we are now ideally positioned to take our international news brands to the next level."

Nazerali said, "In an age where newspapers are becoming 'viewspapers' and the numbers of blogs are increasing exponentially, audiences around the world are crying out for credible news, but delivered in an engaging way. The time is absolutely right for the world's best known news organisation to connect with these audiences as a compelling and dynamic brand in an increasingly competitive and complex news arena. I'm genuinely honoured to be part of this organisation, as I believe it can really make a difference to how the world receives and interacts with news in the future."

Earlier he was been working as the managing director of The Depot. The Depot is a marketing consultancy he co-founded in 1998. He has worked with media clients like Channel 4, ITV, Discovery, the Sci-fi Channel, FX Channel, BBC World Service and BBC World Television.