ITV has today appointed Alex Pumfrey as its new director of strategic partnerships, she will join in June after leaving her role as director of strategy and policy at Everyone TV.

Reporting into group strategic partnerships and distribution director, Martin Goswami, Pumfrey has been tasked with shaping and delivering the broadcaster’s partnership strategy.

Pumfrey will also be responsible for developing ITV’s relationships with other UK-based media holders and with international tech firms in order to strengthen growth in what is a rapidly changing landscape.

“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,” Pumfrey said.

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“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.”

During her time at Everyone TV she led the delivery of UK’s £1 billion digital TV switchover programme before developing the free-to-air TV platform’s long-term strategy and managing its central operations.

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. I’m delighted that Alex is joining us at a really exciting time for ITV and look forward to welcoming her.”