BBC Worldwide has announced the recruitment of The Economist’s Kelvin Yau as its new general manager for Greater China.

Yau will oversee the broadcaster’s channel and content distribution, local production and brand development activity across China, Hong Kong and Taiwan. Based in Beijing, he will report to BBC Worldwide Asia executive vice president David Weiland.

He joins from The Economist Group, where he had operated as managing director for China and Taiwan since 2012. Yau first joined the publisher – today sold by owner Pearson to investment company Exor – in 2005. He has also held senior roles at Euromoney and IR-VONline.com.

Weiland said: “We are very excited to have someone of [Yau’s] calibre to join BBC Worldwide. He brings with him an excellent track record in business development to the team.

“[His] vast experience will also serve as a catalyst for the BBC’s continual growth in the highly dynamic Great China market.”

Yau added: “BBC Worldwide has accomplished tremendous success in building the reach and reputation of the BBC overseas. As an avid admirer of British creativity advocated by the BBC, I am looking forward to joining BBC Worldwide and helping promote its quality content across Greater China.