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Fred Media, part of Australia’s independent WTFN Group, has announced a refreshed sales structure designed to better capture international demand for its content across an expanding slate of linear and digital platforms. From 1 June, Charo Penedo and Malgorzata Gudel will join the company. Based in Madrid and bringing experience from Warner Bros., Discovery and Cineflix, Charo will handle sales across Spain, Portugal, France, Benelux, Italy, Greece and Turkey. Malgorzata (Malgo), based in Warsaw, will be responsible for Germany, Central and Eastern Europe and the Nordics. She has previously held sales and acquisitions positions at PRO5 Media, The Story Lab, Lagardère Studios and Polish broadcaster TVP.

As part of the new structure, North America sales consultant Judy Levenson will extend her responsibilities to include the UK & Ireland, a territory she is already familiar with. Newly appointed Jamie I will oversee Australia, New Zealand and Asia from Fred Media’s Melbourne headquarters.
Former Beyond Rights CEO Kate Llewellyn-Jones, long-time consultant to the business, is also expanding her remit. She will focus on identifying and managing new content partnerships across Fred Media and sister company Radar, supporting the company’s Total Distribution strategy, while also contributing her sales leadership experience to help guide priorities for the evolving team.

WTFN Chief Commercial Officer Derek Dyson, who oversees Fred Media and Radar, says: “Today’s content distribution environment is evolving rapidly and the ability to be nimble, make swift decisions and truly understand the increasing breadth of opportunities available in any one market is more vital than ever before. Australia is a long way from many of the territories where our business is growing, so we have made the decision to build a network of in-market regional experts, with a real focus on Europe, and are thrilled to have such experienced and well-respected sales consultants as Charo, Malgo and Judy represent us, alongside Jamie for APAC.” He adds: “Kate’s extensive global network, 360-degree understanding of production and distribution and her general industry insights have long proved an asset to our business. But aligning her content partnership activity even more closely with our sales strategy makes total sense for Fred Media as it evolves to both create and capitalise on new opportunities in the changing landscape.”