Based in London, Welland will oversee BBC Worldwide’s activity across CEMA and will be responsible for channels, TV and digital sales, format sales, licensing and live events across the region.
Welland, who will report to Paul Dempsey, president of global markets, has held the role on an acting basis since the departure of Ian McDonough for Turner in April. He was previously finance director for global markets covering western Europe, CEMA, Asia and Latin America.
“BBC Worldwide is a world class organisation and I’m delighted and proud to take on the role of executive VP. The region is a high priority for the company and I am looking forward to working with the team to grow the business over the next few years in one of the world’s most dynamic and exciting regions,” said Welland.