London-based Lee Raftery has been promoted to chief marketing officer at NBCUniversal Intl., effective immediately.

Raftery steps up from his previous role as executive VP of marketing and communications, to which he was appointed in 2013, “in order to reflect his increased remit in managing corporate and internal communications and media relations for the international organization,” according to a NBCUniversal statement. “In his new role, he will be tasked to implement further global synergies and drive new digital-content growth initiatives across the marketing and communications strands to support future expansion.”

Raftery continues to oversee marketing, communications and publicity across NBCUniversal Intl. Studios, International Distribution and International Networks television divisions. In addition, Raftery serves as chairman of the NBCU Intl. Marketing Council, which includes leading Project Symphony, “an internal initiative to proactively leverage global synergies and cross-divisional marketing support across the broad NBCU media portfolio,” the company said.

In the last year, Raftery led efforts to create the “hayu” brand, NBCUniversal Intl.’s reality-show subscription VOD service, and led its marketing launch in April in Britain, Australia and Ireland.

NBCUniversal Intl. chairman Kevin MacLellan commented: “Lee has provided strong leadership and expertise to our marketing and communications at a time of exciting and rapid evolution for NBCUniversal Intl. He has proved himself to be a decisive and versatile leader, whose talents will help us innovate and expand our business.”

Before joining NBCUniversal in 2011, Raftery was senior VP of marketing, PR and on-air at Comcast Intl. Media Group, where he oversaw promotional activity for Comcast’s international television and new media properties, which included E! and Style. Prior to that, Raftery spent 10 years with Hasbro; he had previously worked at the Walt Disney Company and Unilever.