Raftery was previously only responsible for marketing and communications and was overseen by Denise Bassett.
Bassett, who will now report to Raftery, has also been promoted from vice-president of comms to senior vice-president of corporate comms.
Raftery will have oversight for marketing, PR and corporate comms, while Bassett will oversee internal comms and media relations.
NBCUniversal International chairman Kevin MacLellan said: "I believe that Lee’s expanded role will bring further cohesion and clarity to our marketing and communications efforts across NBCUniversal International as a whole."