UK commercial broadcaster ITV has hired former Film and TV Charity CEO Alex Pumfrey as its director of strategic partnerships.
Pumfrey will develop ITV’s relationships across national media players (including BBC, BT, Sky and Virgin Media) and international tech giants (such as Apple, Amazon and Samsung).
She will report into Martin Goswami, ITV’s strategic partnerships & distribution director.
Pumfrey started her TV career at Channel 4 and subsequently worked for UK public service broadcasters at Digital UK (now Everyone TV), where she led delivery of the digital TV switchover programme.
In late 2017, she became CEO of the Film and TV Charity, working on an industry-wide programme exploring mental health and growing clients from less than 500 to more than 11,000 per year. She stepped down last week and starts at ITV in June.
Pumfrey said: “ITV understands that its success is contingent on building trust-based and strategically-aligned relationships that deliver for both ITV and our partners. My aims are to develop the positive partnerships we already have, maximise the value of these for both parties, and embed a culture of partnering at ITV.”
Goswami added: “Alex has exceptional experience in working with broadcasters and platforms and is perfectly placed to drive ITV’s strategic partnership activity.”