Starting in January 2012, Eastwood will lead marketing plans across all areas of the consumer products business, including 2|entertain and BBC licensed product.
She will also be responsible for music, BBC Shop and publishing partners Random House, Pearson and Penguin.
She joins from BBC Worldwide’s brands, consumer and new ventures department where for the past 14 months she was commercial director for Doctor Who. BBC Worldwide credits Eastwood for growing the global commercial revenues of Doctor Who, particularly in the US.
Prior to her work on Doctor Who, Eastwood held roles at BBC Worldwide including head of global marketing planning and head of marketing, home entertainment and before that she spent 8 years at the BBC in senior marketing roles.
Eastwood said: “The Consumer Products division boasts a fantastic portfolio of brands and talent, which I can’t wait to begin work on.
“The cornerstone of our strategy going forward is to put the consumer at the heart of everything we do, further deepening their enjoyment and engagement with these amazing franchises. It’s great to be joining the division at this very exciting stage of growth.”