Julien Leroux will lead a London office for French production and distribution firm Newen Group.
The exec has been named executive VP, sales and content development for Newen Distribution UK.
The new base, details of which first emerged last year, is planned in order to boost sales of high-end programming and work on more English-language shows.
Newen described London as “the unrivalled hub for English-language drama”.
Leroux will focus on working with UK and US broadcasters and producers, and work closely with Bérangere Legrand, who runs Newen Distribution Acquisitions.
Leroux joined Newen in 2011 as sales and acquisitions director, and became deputy-managing director of international sales in 2015.
He began his career at France Télévisions before moving to AB Group.
Newen’s management sold control of the business to commercial broadcaster TF1 Group in a controversial deal last year.