Kellie will work across all BBC Worldwide business areas to build up its marketing and audience research functions.
She will report directly to John Smith, chief executive of BBC Worldwide.
The role will be key to BBC Worldwide's transition toward being a more consumer-facing business around the world.
Smith said: "Helen joins us from the BBC with a proven track record in really helping the organisation put audiences at the very heart of its operation.
"Her skills in understanding audiences and creating consistent brands across multiple platforms will be crucial in the next phase of BBC Worldwide's development as it takes the BBC brand to audiences around the world. "
Kellie has been at the BBC since 2000, first as head of brand and planning and more recently, as director of marketing, communications and audiences at BBC Vision.
Kellie was responsible for turning the Vision operation into a fully integrated marketing, communications and audiences team, which relaunched BBC Three and CBBC. She was responsible for many iconic marketing and publicity programme campaigns such as 'Dr Who', 'Strictly Come Dancing', 'Life in Cold Blood' and 'White Season', among others, and she also oversaw the integration of tBBC Vision's market research and audience insight teams.
Before joining the BBC, Kellie worked for household products giant Reckitt & Colman (now Reckitt Benckiser) working in the UK before moving to positions in New York and Paris.
Kellie said: "I'm passionate about audiences and brands and putting them at the heart of BBC Worldwide, building on the journey that John and his team have already so successfully started.
"This is also a wonderful opportunity to take many of the UK's most loved brands around the world."
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