Australias’ Fred Media has hired a pair of execs for its European operations and expanded the remit of Kate Llewellyn-Jones.

Malgorzata Gudel and Charo Penedo have joined the WTFN-owned company with the former repping Fred’s content in Germany, Central and Eastern Europe and the Nordics, and Penedo doing the same in Spain, Portugal, France, Benelux, Italy, Greece and Turkey.

Existing North American sales consultant Judy Levenson will add the UK and Ireland to her remit, with recent recruit Jamie I overseeing sales in Australia, New Zealand and Asia from Fred Media’s head office in Melbourne.

Llewellyn-Jones, the former Beyond Rights, TCB Media and Cineflix exec, has been consulting for Fred and will now expand her role by identifying and managing new content partnerships across both Fred and sister company Radar, as part of WTFN’s ongoing ‘total distribution’ strategy.

Gudel has worked in sales and acquisitions roles for The Story Lab, Lagardère Studios and Polish broadcaster TVP, and joins from PRO5 Media, while Penedo has worked for Warner Bros., Discovery and Cineflix.

Fred sells about 2,200 hours of content such as Life Down Under, Bondi Vet and Real Emergency, and has run a FAST channels business since 2024. It sits within the WTFN Group, which also includes production house WTFN Entertainment and digital distribution operation Radar. Combined, WTFN says the assets offer clients the ‘total distribution’ solution that allows them to monetize across all possible revenue streams.

WTFN Chief Commercial Officer Derek Dyson, who oversees both Fred Media and Radar, said: “Today’s content distribution environment is evolving rapidly and the ability to be nimble, make swift decisions and truly understand the increasing breadth of opportunities available in any one market is more vital than ever before.

“Australia is a long way from many of the territories where our business is growing, so we have made the decision to build a network of in-market regional experts, with a real focus on Europe, and are thrilled to have such experienced and well-respected sales consultants as Charo, Malgo and Judy represent us, alongside Jamie for APAC.

“Kate’s extensive global network, 360-degree understanding of production and distribution and her general industry insights have long proved an asset to our business., but aligning her content partnership activity even more closely with our sales strategy makes total sense for Fred Media as it evolves to both create and capitalise on new opportunities in the changing landscape.”