Veriça Djurdjevic, CEO of media agency PHD UK, has been hired by Channel 4 as its first chief revenue officer, succeeding former chief commercial officer Jonathan Allan, who led the broadcaster’s revenue and sales business until he was appointed chief operating officer in January this year.
Djurdjevic will join the business in November and report directly into CEO Alex Mahon. The newly created role will see her take responsibility for all of Channel 4’s key commercial revenue streams, with a focus on diversifying and growing new revenues. She will also lead the broadcaster’s commercial team
Interim sales director Matt Salmon is to continue in his role until Djurdjevic’s arrival.
“I am incredibly excited to be joining Channel 4 at such a pivotal moment,” Djurdjevic said.
“The market and consumers are changing, and Channel 4 is extremely well positioned to capitalise on the new opportunities presented by the changing landscape. I look forward to working with the team, and with advertisers and partners to create new and different ways of engaging audiences.”
Djurdjevic has over 20 years’ experience working in ad agencies, half of which have been spent at PHD UK. She was promoted to CEO in 2017, and during her tenure the agency won the business of major clients, including Stars Group and HSBC, while PHD’s Manchester business more than doubled.
Commenting on the appointment, Alex Mahon said: “Veriça has an incredibly impressive track record within the agency world but more than that, she is a passionate and creative leader of people. I’m delighted to have secured someone of her calibre to join our executive team at such a crucial time.
“I have no doubt she is the right person to drive forward our commercial business and help us continue to grow new revenue streams in an increasingly digitally focused market.”
She added: “I’d like to thank Matt [Salmon] for the outstanding job he has done leading our sales and commercial teams through an incredibly challenging period in 2020.”
