Kellie, who will report directly to BBC Worldwide chief executive John Smith, was previously director of marketing, communications and audiences at BBC Vision, the corporation's TV and radio arm. She will start on 1 October.
She joined the BBC in 2000 as head of brand and planning, and before that, worked for Reckitt Benckiser, owner of brands such as Vanish, Finish and Harpic, in London, New York and Paris.
Separately, BBC Worldwide has named Sparrowhawk Media's Neil Ross Russell as its new managing director in charge of children's brands.
Ross Russell will look after all international cross media across pre-school to early teens brands, including Doctor Who, Teletubbies and Charlie and Lola.
In recent months, he has been working as a consultant for BBC Worldwide Channels and was previously business development director for Sparrowhawk, now owned by NBC Universal.
One of his most high-profile achievements has been the creation of independent children's channel, KidsCo, a three-way joint venture between Sparrowhawk, Dic Entertainment and Nelvana, which is now available in more than 40 countries.
Ross Russell is currently working as a consultant in BBC Worldwide Channels and begins his new role on 11 August. He replaces outgoing director Gill Pritchard.
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