SBS appoints Nikki Rooke as chief commercial officer

SBS has appointed Nine executive Nikki Rooke as its new Chief Commercial Officer and confirmed Uma Oldham as Director of Marketing and Audiences.

Rooke joins from Nine, where she is Director of Sales – Total Television, leading the national sales team across metropolitan and regional television and BVOD. She will commence at SBS later this year, while Oldham takes up her role immediately after serving in an acting capacity since September 2025.

Executive appointments

Oldham has been with SBS since 2017 and has helped grow SBS On Demand, strengthen the broadcaster's brand and expand audience engagement. She brings more than 20 years' experience across media and marketing.

SBS Managing Director Jane Palfreyman said:

"Nikki brings outstanding commercial experience and a clear understanding of how effective client partnerships and sustainable revenue can support public value. Her leadership will be critical as SBS continues to build the commercial strength that supports our distinctive content and services.

"Uma has already played an important role in growing SBS On Demand, strengthening the SBS brand and connecting more Australians with our content. She brings deep audience insight and a clear understanding of SBS’s purpose.

"Together, Nikki and Uma will help ensure SBS remains relevant, accessible and trusted at a time when impartial news, information and diverse perspectives have never been more important."

Rooke on the move

Rooke said:

"The opportunity to be part of the Executive team at SBS at such a pivotal moment for the Australian media landscape was one I simply had to take. I am incredibly excited to lead the commercial team in helping businesses connect with contemporary Australia and create partnerships that deliver real impact for our clients whilst directly funding the vital, inclusive storytelling of the SBS Charter."

Oldham said:

"I’m thrilled to lead Marketing and Audiences at SBS and work alongside the talented teams to connect more Australians with the content, stories and services that make SBS unique. SBS plays an important role in reflecting modern Australia, and I’m proud to help grow its reach, deepen audience engagement and showcase the value of diverse perspectives.”

SBS also acknowledged Acting Director of Media Sales Lee Fifoot, who has led the sales team since September 2025. Fifoot will remain in the acting role until Rooke commences later this year.