SBS appoints Chief Commercial Officer and Director of Marketing and Audiences – SBS has appointed Nikki Rooke as Chief Commercial Officer and Uma Oldham as Director of Marketing and Audiences.
Rooke will join SBS later this year from Nine, where she is currently Director of Sales – Total Television. Oldham has been Acting Director of Marketing and Audiences since September 2025 and starts in the permanent role immediately.
The appointments come as SBS continues to balance public-service outcomes with commercial revenue across television, streaming and digital. The roles are central to how SBS funds distinctive content, grows SBS On Demand and connects advertisers with contemporary Australia.
Nikki Rooke joins SBS
Rooke is one of Australia’s most experienced commercial media leaders. At Nine, she leads the national sales team across metropolitan television, regional television and BVOD.
SBS said Rooke brings experience leading large teams, building client partnerships and delivering cross-platform commercial solutions. Her remit will cover the changing role of television, streaming, data and innovation in commercial outcomes.
Rooke said the opportunity to join the SBS executive team was one she had to take. She said she was excited to help businesses connect with contemporary Australia while funding the inclusive storytelling of the SBS Charter.
Uma Oldham confirmed in audience role
Oldham has more than 20 years of experience across media and marketing. She has worked across agency and client-side organisations and joined SBS in 2017.
Since joining SBS, Oldham has helped drive the growth of SBS On Demand, strengthen the SBS brand and connect audiences with the network’s content and services.
Oldham said she was thrilled to lead Marketing and Audiences at SBS. She said SBS plays an important role in reflecting modern Australia and showcasing the value of diverse perspectives.
Jane Palfreyman welcomes appointments
SBS Managing Director Jane Palfreyman said Rooke brings strong commercial experience and a clear understanding of client partnerships and sustainable revenue.
Palfreyman said Oldham has already played an important role in growing SBS On Demand and strengthening the SBS brand. She said both appointments will help SBS remain relevant, accessible and trusted.
Palfreyman also recognised Lee Fifoot, who has served as Acting Director of Media Sales since September 2025. Fifoot will continue acting in the role until Rooke starts.
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