Jasmine Dawson is SVP of Digital at BBC Studios, leading fandom-first strategy and creator economy partnerships across global digital IP including Bluey, Doctor Who, BBC Earth and Top Gear.

Since 2019, Dawson has transformed BBC Studios Digital into a performance-driven powerhouse, resulting in 440% digital revenue growth, 15 billion YouTube views — the highest of any UK broadcaster — and the highest TikTok engagement rate among all competitors, including global streamers like Disney+ and Amazon Studios.

Dawson’s team’s platform-native approach combines community-led IP development with audience engagement strategies that translate fandom into sustainable commercial value. Under Dawson’s leadership, BBC Studios launched award-winning initiatives including Bluey Book Reads — 75M+ views — TalentWorks creator pipeline, and digital-first formats that scale across YouTube, TikTok and emerging platforms.

A respected industry voice, Dawson has recently delivered headline sessions at the Edinburgh TV Festival, MIPCOM and the FT Business of Hollywood summit. Dawson also hosted a main-stage conversation with Amelia Dimoldenberg at Cannes Lions in 2025. Dawson’s work is driven by a belief in data, creativity and innovation to shape stories with global reach and commercial impact.

Dawson openly advocates for inclusive workplace culture, emphasising women’s representation in digital leadership and flexible work practices. Dawson’s team over-indexes on female representation and values output over traditional office norms. Dawson speaks candidly about breaking down unconscious bias and uplifting women’s voices — both personally and structurally — through visibility, mentorship and policy change.

With nearly two decades across London, Leeds and New York, Dawson brings lived experience of diverse working contexts and cultural dynamics. This background informs Dawson’s approach to digital strategy, ensuring campaigns, storytelling and brand extensions resonate authentically across global audiences.