BBC Studios, the commercial arm of the British broadcaster, is consolidating its distribution businesses in Europe with those in the Middle East and Africa, creating an EMEA sales unit to be headed by Nick Percy.

Percy, whose new role as EVP for EMEA becomes effective in April, was previously responsible for BBC Studios distribution in Western Europe where its business has seen “consistent year-on-year profit growth,” according to a BBC statement that noted he delivered major global deals for the company which has offices in 22 markets globally.

BBC Studios also said they are currently in talks with Grant Welland, who will exit his current role as exec VP for CEMA (Central and Eastern Europe, Middle East and Africa), about a new role within the company.

Percy’s boosted remit will now give him oversight of BBC Studios’ distribution activities across the expanded region, “including responsibility for some of BBC Studios’ biggest content sales clients, an extensive channels portfolio and the region’s consumer products businesses,” the statement said.

New York-based Paul Dempsey, president of global distribution for BBC Studios, praised Percy as “a highly talented leader with a deep understanding of the market and a great track record.”

“Consolidating our EMEA distribution business under his leadership will simplify our regional approach and make us more agile,” he said.

BBC Studios distributes such programs as “Dancing With The Stars,” “Top Gear” and “Doctor Who.” The company has six production hubs in the U.K., and production bases and partnerships in a further nine countries around the world. They makes around 2,500 hours of content a year.

Percy, who will be based at BBC Studios’ London office, has previously held several positions during his career at the BBC including exec VP of Northern Europe, VP and general manager for Central and Eastern Europe and director of business development and digital.