Alex Pumfrey is to join ITV as Director of Strategic Partnerships, the broadcaster has announced.
Ms Pumfrey will be responsible for developing ITV’s relationships across national media players, such as the BBC, BT, Sky and Virgin Media, and international tech giants Apple, Amazon and Samsung.
She started her career in TV at Channel 4 developing the broadcaster’s early digital strategy. She subsequently worked for the public service broadcasters at Digital UK (now Everyone TV) where she led the delivery of the UK’s £1 billion digital TV switchover.
In late 2017 she became CEO of the Film and TV Charity where she has led an organisational transformation to build a positive profile for the charity, deliver a major new industry-wide programme on mental health, triple income, and grow clients from less than 500 to more than 11,000 per year.
Commenting on her new role Alex Pumfrey said: “I am thrilled to be joining ITV at such a key moment in the delivery of its 2026 vision to become a leader in UK streaming and an expanding global force in content. 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.”
Ms Pumfrey will report to Martin Goswami, Group Strategic Partnerships and Distribution Director and will join ITV in June.
