All3Media International Promotes Jennifer Askin, Hires Whitney Muroff

All3Media International has announced significant changes within its leadership team, promoting Jennifer Askin to the position of Executive Vice President (EVP) for the Americas. This move comes as Sally Habbershaw departs from the company after nearly a decade. Whitney Muroff, a former executive at Warner Bros. Discovery, will join as Vice President for North America.

Jennifer Askin, previously serving as Senior Vice President (SVP) of North America, will now oversee All3Media’s operations in the Americas. Her promotion follows a successful tenure since joining in 2021, during which she played a key role in expanding the company’s sales across the U.S. and Canada. Habbershaw, who has been integral to All3Media’s success with popular shows like Midsomer Murders and Fleabag, has decided to return to her native UK after working in the U.S. for over 20 years.

Askin’s track record includes securing distribution agreements with prominent platforms such as Acorn TV for Midsomer Murders and BritBox for Trigger Point. Her collaboration with Bella Media on a dual-language production of The Traitors has also contributed to the show’s success on platforms like Peacock and the BBC in the UK.

Louise Pedersen, CEO at All3Media International, expressed confidence in Askin’s capabilities. She stated, “Jen has already been a huge asset to the team since joining in 2021, significantly expanding our North American business. We’re delighted to recognize her talent and contribution with this promotion.”

Leadership Changes and New Appointments

In addition to Askin’s promotion, Whitney Muroff brings her extensive experience to All3Media International. Muroff previously held roles at Warner Bros. Discovery, where she focused on content acquisitions for platforms like Discovery+ and Max. She has also worked with Filmrise and BBC Studios, enhancing her profile in content sales and distribution.

Askin welcomed Muroff, stating, “With her multi-faceted experience, Whitney is a very welcome addition to our team, and I have no doubt she’ll make a meaningful impact immediately.”

Furthermore, All3Media International is promoting Cristina Smith to Manager of Sales and Commercial Strategy for North America. Smith joined the Americas team in 2022 and has already demonstrated a strong performance.

Askin expressed her excitement about her new role, saying, “I’m excited and honored to move into this key leadership position and take on an expanded role at All3Media International. Across the Americas, there continues to be strong demand for premium international content.”

The leadership changes signal All3Media’s commitment to strengthening its presence in the North American market, particularly in an industry that increasingly demands high-quality international programming. With Askin at the helm and Muroff joining her, All3Media is poised to capitalize on emerging opportunities in this dynamic landscape.