Leading independent distributor all3media International has confirmed a raft of new appointments at its London headquarters, adding newly-created roles across marketing, business affairs, commercial development and acquisitions as part of its ongoing expansion.


Sonja Underwood has been appointed to the role of Head of Marketing, reporting to Rachel Glaister, elevated to EVP International Brands & Press.  Sonja will work closely with Rachel to lead the international marketing team in the delivery of a range of global campaigns across the company’s programming portfolio that includes The Missing, Clique, National Treasure, Midsomer Murders, Gogglebox and Kitchen Nightmares. With more than 15 years’ experience in the entertainment industry, Sonja joins from Sony Pictures Television, where she was Territory Director, developing and implementing strategic sales and marketing plans across the Baltic States and African continent. 


In the Commercial Development team, Kate Potter joins as Insight Manager, reporting to Veronica Pottinen, Head of Insight. Kate, who will work across the Insight function, with particular emphasis on supporting the all3media International sales team, had previously held programming strategy roles at Sky and MTV and research roles at Cineflix and Zodiak.


In response to the continued demand for high-quality scripted content in the global market, all3media International has also expanded its Acquisitions team with the appointment of a dedicated Scripted Acquisitions Executive. Reporting to David Swetman, elevated to VP Acquistions, Laura White joins from literary scouting agency Rosalind Ramsay, where she worked with UK drama indies on sourcing and developing new scripted adaptations. Laura will focus on further developing the company’s award-winning and diverse portfolio of scripted content.


All3media International has also created the new position of Head of Business Affairs, reporting to Andrea Dunn, EVP Legal & Business Affairs, which will be announced shortly.


Louise Pedersen, CEO at all3media International, commented, “I’m very pleased to announce these important new hires as we continue to ensure the business is well-positioned to grow and flourish amid the rapidly diversifying international market. Our distribution activities are going from strength to strength, particularly following the recent openings of our regional sales offices in Singapore and New York. The talent and experience that Sonja, Kate and Laura bring to our team will be invaluable as we continue to maximise opportunities for our content globally.”