EXCLUSIVE: All3Media International has upped Jennifer Askin has to EVP level and hired former Warner Bros. Discovery exec Whitney Muroff, as Sally Habbershaw exits after nearly a decade at the Traitors company.
Askin is being promoted to EVP, Americas from her current role as SVP of North America at All3Media’s sales division. She will replace Habbershaw, who has been with the Midsomer Murders, Doc Martin and Fleabag distributor for more than nine years. Muroff joins as VP, North America.
No word on Habbershaw’s next role, though it’s known she’s relocating from New York back to her native UK. Having started her career in London, she has spent over 20 years on the U.S.’s East Coast for the likes of Viacom, Gawker Media, AMC Networks, A&E Television and All3.
Askin joined All3 in 2021 as SVP, managing sales across the U.S. and Canada out of All3’s New York office. She has struck deals with the likes of Acorn TV for Midsomer Murders and Brokenwood Mysteries, BritBox for Trigger Point and PBS for Race Across the World and Parenthood among others. In Canada, she worked closely with Bella Media on a local dual-language production of The Traitors, which is a huge hit for Peacock and the BBC in the UK, and has revitalized the international formats market.
Previously, Askin worked at Kew Media Distribution, Alfred Haber Distribution and 4Kids Entertainment in distribution posts. She also worked in network and cable news, holding positions at ABC News, NBC News and MSNBC in New York and London.
“Jen has already been a huge asset to the team since joining in 2021, significantly expanding our North American business, so we’re delighted to recognise her talent and contribution with this promotion,” said Louise Pedersen, CEO at All3Media International.
“With her extensive knowledge of the US market, as well as her varied experience, strong strategic skills and well-established client relationships, Jen is the ideal executive to lead our team in this dynamic and fast-changing territory. We would like to thank Sally Habbershaw for her contribution to the company and wish her every success.”
“I’m excited and honored to move into this key leadership position and take on an expanded role at All3Media International,” said Askin. “Across the Americas, there continues to be strong demand for premium international content. With our award-winning multi-genre portfolio and partnerships with some of the industry’s best creative talent, we’re in the perfect position to maximise the potential of this key market, via both distribution and co-production.”
All3’s East Coast base will also see the arrival of Muroff in a VP role. She was most recently at WBD, where she across content acquisitions and special projects for Discovery+ and Max. She also held posts as Senior Director, Global Content Acquisitions & Co-Productions at Filmrise and Manager of Content Sales and Distribution for BBC Studios’ New York office.
Elsewhere, All3Media International is promoting Cristina Smith to Manager, Sales and Commercial Strategy, North America. She joined the Americas team in 2022.
“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,” said Askin. “I’d also like to congratulate Cristina on her promotion. She has a proven track record of success, and I look forward to seeing her thrive in her expanded sales role.”
