Davie to oversee BBC marketing department cutbacks

One of the first tasks facing Tim Davie, the newly appointed director of marketing, communications and audiences at the BBC, will be a cull of the corporation's marketing department.

Ahead of its Charter Review, the BBC has promised to pare down its ancillary non-programme-making departments, such as human resources and marketing, in order to increase its spend on programme production.

It has been estimated that up to a quarter of Davie's 480 marketing staff will lose their jobs to help deliver the £320 million savings promised by the BBC director-general, Mark Thompson.

He will also be responsible for ensuring his £12 million marketing budget communicates the public-service value of the BBC's brands in the face of stern criticism from commercial rivals and calls that some services, such as Radio One, should be disposed of or shut down.

Davie, previously the vice-president of marketing and franchise at PepsiCo Europe, was revealed as the BBC's new marketing chief following an eight-month search. Davie succeeds Andy Duncan, who left to become the chief executive of Channel 4 in July last year.

Davie started his career at Procter & Gamble and has worked for PepsiCo for 12 years. During his time there, he was responsible for the blue relaunch of the Pepsi drink in 1996, which was marked by a blue-painted Concorde and a Daily Mirror printed on blue paper.

Recently, his name was linked to the ITV marketing director's job, although he later withdrew from the process. The job eventually went to the former Advertising Association managing director Claire Salmon.