Jane Palfreyman
SBS has appointed Jane Palfreyman managing director, confirming the acting role she has held since August 28 last year.
Palfreyman, with 25 year experience and 14 at SBS, replaces James Taylor who is now the CEO of outdoor media specialist oOh!media.
She has held senior executive roles spanning commercial strategy, marketing, organisational transformation and audience engagement.
As chief marketing and commercial officer from September 2023 to August 2025, she led SBS's commercial performance and audience engagement strategy.
Prior to SBS, Palfreyman held senior strategic and marketing leadership roles at Nova Entertainment, Global Radio in London and Southern Cross Austereo.
Palfreyman is also a non-executive director of NSW Rugby Union and a member of Chief Executive Women Network.
"It's a privilege to be appointed Managing Director of SBS and I'm grateful for the Board's confidence. I care deeply about SBS, its purpose and the role it plays in Australia's pluralistic society, particularly at a time when our community is navigating growing pressures and the media environment is increasingly complex," said Palfreyman.
"As the needs of audiences continue to change, my focus is on strengthening the organisation for the long term, accelerating our digital growth and deepening our connection with all Australians, including multilingual and First Nations communities.
"I look forward to working with our teams, partners and communities to ensure SBS remains a bold, trusted and inclusive broadcaster for contemporary Australia."
Nicholas Pappas, SBS chair, said Palfreyman is an experienced and principled leader who is deeply committed to SBS's purpose.
“The board has great confidence that Jane will continue to lead SBS with clarity and purpose - driving commercial growth, delivering engaging content in over 60 languages, and ensuring the organisation remains trusted and relevant to all Australians," he said.
SBS will begin recruiting immediately for the roles of director of media sales and chief commercial officer, and director of marketing and audiences.
Both roles will be open to internal and external applicants.
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