All3Media International has made significant changes in its leadership, promoting Jennifer Askin to EVP and welcoming Whitney Muroff to the team.
Jennifer Askin Promoted to EVP at All3Media International
EXCLUSIVE: All3Media International has elevated Jennifer Askin to the position of EVP, while former Warner Bros. Discovery executive Whitney Muroff joins the team as Sally Habbershaw exits after nearly a decade.
Askin’s New Role and Achievements
Askin is stepping up from her role as SVP of North America to become EVP, Americas, succeeding Habbershaw, who has been with the distributor of Midsomer Murders, Doc Martin, and Fleabag for over nine years. Muroff will take on the role of VP, North America.
Background of Sally Habbershaw
While Habbershaw’s next steps remain undisclosed, she is relocating from New York back to her native UK. With over 20 years of experience on the U.S. East Coast, she has worked with notable companies like Viacom, Gawker Media, AMC Networks, A&E Television, and All3.
Askin’s Contributions to All3Media
Since joining All3 in 2021 as SVP, Askin has successfully managed sales across the U.S. and Canada from the New York office. She has negotiated deals with Acorn TV for Midsomer Murders and Brokenwood Mysteries, BritBox for Trigger Point, and PBS for Race Across the World and Parenthood. In Canada, she collaborated with Bella Media on a local dual-language production of The Traitors, which has become a significant success for Peacock and the BBC in the UK, revitalizing the international formats market.
Previous Experience
Before joining All3, Askin held various distribution roles at Kew Media Distribution, Alfred Haber Distribution, and 4Kids Entertainment. She also has a background in network and cable news, having worked at ABC News, NBC News, and MSNBC in both New York and London.
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CEO’s Statement on Askin’s Promotion
“Jen has been a tremendous asset to our team since her arrival in 2021, significantly expanding our North American business. We’re thrilled to recognize her talent and contributions with this promotion,” stated Louise Pedersen, CEO at All3Media International.
Looking Ahead
Askin expressed her excitement about her new leadership role: “I’m honored to take on this expanded position at All3Media International. There is a strong demand for premium international content across the Americas. With our award-winning multi-genre portfolio and partnerships with top creative talent, we are well-positioned to maximize this key market through distribution and co-production.”
New Additions to the Team
All3’s East Coast office will also welcome Muroff, who previously worked at WBD overseeing content acquisitions and special projects for Discovery+ and Max. Additionally, Cristina Smith has been promoted to Manager, Sales and Commercial Strategy, North America, after joining the Americas team in 2022.
“With her diverse experience, Whitney is a valuable addition to our team, and I’m confident she’ll make a significant impact right away,” added Askin. “I’d also like to congratulate Cristina on her promotion. She has a proven track record, and I look forward to seeing her excel in her expanded sales role.”
