Verica Djurdjevic, chief revenue officer at Channel 4, has created two new roles including a London head of sales and refocussed responsibilities in 4Sales’ senior leadership team.
A year after taking charge of 4Sales, Channel 4’s ad sales house, Djurdjevic said she wants to “place the customer at the heart of 4Sales’ business operation” and progress its digital transformation and sustainability.
Two new sales roles
Victoria Appleby (pictured, above left) has been appointed to new London head of sales role, one of three customer-focussed leadership roles.
Appleby will lead the sales team in London and concentrate on network and larger independent media agencies.
She will work closely with Ewan Douglas, head of sales (nations and regions) and business development, and Clare Peters, client strategy and communications partner.
Previously Appleby worked at WPP agency MediaCom as a managing partner leading one if its business groups responsible for for Coca-Cola, Moneysupermarket, Uber and eBay.
Fatima Dowlet (also pictured, above-right) will also come in to fulfil a new role as sales propositions partner, one of two leadership roles focused on product and digital innovation.
Dowlet will be responsible for 4Sales’ advanced data suite offering, brand partnerships and sponsorship and the creative team PL4Y.
She will join 4Sales from ITV’s Planet V platform where she was controller of its account services, in charge of ITV’s self-service programmatic video platform.
She will work alongside Jonathan Lewis, head of commercial innovation and partners.
Appleby and Dowlet will start in their roles in January.
‘Expanding and refocusing’ 4Sales
Meanwhile, Ewan Douglas, head of sales (N&R) and business development, will now cover business developments across all markets.
Clare Peters, client strategy and communications partner will look after client relationships, commercial marketing and external communications.
Jonathan Lewis, head of commercial innovation & partners, will concentrate on the Future4 strategy with new revenue streams.
Additionally, Lewis will look at Channel 4’s distribution and partners like Sky, YouTube, UKTV, Discovery and new partners.
Ed Chalmers, head of commercial trading, will take care of all pre-existing and new revenue streams.
Djurdjevic said of the leadership changes: “Expanding and refocusing the senior leadership team around a customer-orientated business model with digital and creative innovation at its core, not only secures our position in an increasingly challenging market, but also makes Channel 4 the most progressive partner to do business with.”
