Sabrina Ironside has been upped to VP of worldwide promotions for 20th Century Fox licensing and merchandising.
She reports to Steve Ross, president of that Fox division.
Ironside will have global responsibility for all licensed third-party promotions for commercial feature film and TV output from Fox Filmed Entertainment as well as all products from 20th Century Fox Home Entertainment. She will also oversee motion picture product placement on behalf of all four Fox Filmed Entertainment production divisions.
“Sabrina continues to prove herself to be one of Fox’s most innovative and capable promotions executives,” noted Ross. “Under her management, Fox L&M has been consistently recognized as a leader in the creative development and implementation of strategic and unique promotional partnerships for our key television properties. This richly deserved promotion will allow Sabrina to apply her talents in an even wider capacity.”
Ironside joined Fox’s consumer products division in 1996, most recently serving as veep of worldwide television promotions.
She played a key role in the relaunch of the “Simpsons”-Butterfinger relationship and licensing the use of the Homer Simpson character to Intel for an original animated spot.
Internationally, she has secured deals with Suntory’s CC Lemon beverage in Japan and Kellogg’s cereals in Europe and Australia, as well as a multinational deal with Burger King.
Prior to joining Fox, Ironside held positions at Universal Home Video, Universal Pictures Marketing and Buena Vista Television.