Platform Media has appointed Channel 4’s Jodie Miles as commercial director, a newly created role to support its continued expansion into TV and digital.
Miles previously served as senior lead within Partner Lab, Channel 4 Sales’ creative partnerships division. Here she led the partnerships sales team, delivering innovative, high-impact campaigns with the mission of connecting brands with culture across branded entertainment, TV, streaming, and sponsorship.
Miles will head up Platform Media’s partnerships team, which creates podcast partnerships and branded entertainment campaigns, bringing together brands with talent. She will play a key role in supporting Platform ongoing expansion into original IP, including three new digital first shows due to be announced this month and building on the company’s reputation in TV companion vodcasts such as Rivals: The Official Podcast and The Traitors: Uncloaked.
At Channel 4, Miles worked with leading brands such as Tesco Mobile, TUI, Boots, Laithwaites, Vinted, KFC, e.l.f. Cosmetics, Mars, and Unilever. Notable recent campaigns under her leadership included Tesco Mobile: The Great British Phone Swap, Laithwaites: Wine Then Dine, Vinted: Second-Hand Showdown and Second-Hand Style-Up and E.ON Next: Secret Life of 5 Year Olds.
Ali Griffin, chief commercial officer at Platform Media said: “I’ve long admired Jodie’s work at Channel 4, and some of the industry leading partnerships she has been responsible for. Her expertise in creative partnerships and revenue growth will be invaluable as we continue to expand and innovate.”
Miles added: “What makes this company so refreshing is the unique way it’s flipping the traditional model on its head by starting digital-first with the opportunity to expand into TV, not the other way around. It’s a future-facing, audience first approach that reflects where the world of content and entertainment is headed. I can’t wait to get stuck in, shape this next phase, and create partnerships for brands and talent.”
