SBS Appoints Nikki Rooke As Chief Commercial Officer

SBS has announced two senior appointments, naming Nikki Rooke as Chief Commercial Officer and confirming Uma Oldham as Director of Marketing and Audiences.

Rooke arrives from Nine, where she is currently Director of Sales – Total Television, overseeing national sales across metropolitan and regional television and BVOD. Recognised as one of Australia's leading commercial media executives, she has extensive experience guiding large teams, forging strong client relationships and delivering cross‑platform solutions, with deep knowledge of television, streaming, data and innovation. She will begin at SBS later this year.

Oldham, who has more than two decades' experience across media and marketing on both agency and client sides, has served as Acting Director of Marketing and Audiences since September 2025. Since joining SBS in 2017, she has played a key role in growing SBS On Demand, strengthening the SBS brand and connecting more Australians with the network’s distinctive content and services. She commences in the role immediately.

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."

Palfreyman also acknowledged the contribution of Lee Fifoot, who has acted as Director of Media Sales since September 2025, guiding the team through challenging market conditions and delivering strong outcomes for SBS, including the recent FIFA World Cup 2026™. Fifoot will continue in the acting role until Rooke starts.

Nikki 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."

Uma 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.com.au