ITV names Film and TV Charity boss director of strategic partnerships

Alex Pumfrey

Former Film and TV Charity CEO, Alex Pumfrey, will join ITV in June as director of strategic partnerships.

Pumfrey will report to strategic partnerships and distribution director Martin Goswami. She will be tasked with developing ITV’s relationships across national media players such as BBC, BT, Sky and Virgin Media as well as international tech giants like Apple, Amazon and Samsung.

The exec joined the Film and TV Charity in 2017 where she delivered a major new industry-wide programme on mental health, tripled income, and grew clients from less than 500 to more than 11,000 per year. It was recently announced Pumfrey will be leaving the charity in May.

She has also held stints at Channel 4 and Everyone TV.

Pumfrey said: “I’m looking forward to working with our strategic partners to create shared value for the long term, and supporting the wide industry ecosystem in which we all operate. 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. ITV connects with millions of people every day and this role plays a vital part in ensuring we do that as well as possible as a key part of achieving our More Than TV Strategy.”