Publicis Media Exchange (PMX) Managing Director Sarah Keith has announced the appointment of Tina Gavros to the newly created role of Commercial Director.

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PMX is the investment arm of Publicis Media. In the new role, Gavros will work closely with PMX’s media partners to drive and maximise new opportunities for clients.

Gavros joins PMX from 17 years at Starcom, where she was most recently Sydney Trading Director.

This is the third key hire for PMX – Gavros joins Jodi Fraser who heads up Publicis Screen and Simon Carley who joins PMX from Ebiquity to drive business analytics.

Sarah Keith said: “Having worked with media owners, I have seen firsthand how Tina operates and I admire and respect her approach. Her experience will be invaluable as we grow the investment practice that supports the Publicis Media brands.”

Commenting on her appointment, Tina Gavros said: “After working with Starcom for 17 years this is an exciting new challenge for me and an opportunity to bring my experience in investment to the group. PMX plays a pivotal role in not only maximising efficiencies for clients but offering new opportunities as media owners drive innovation across their brands.”

The new appointments are effective immediately.

Meanwhile, Starcom Australia CEO Toby Barbour has announced Sue-Ellen Osborn will step into Gavros’ former role as Starcom as Sydney Trading Director.
Osborn moves across to Starcom from Zenith where she was Group Business Director.

Osborn has more than 15 years’ experience in the media industry, and began her career in TV sales and worked at Initiative before joining Zenith in 2003. She has held various roles at Zenith in account management and was also Melbourne Investment Director and Group Investment Director for the agency.

In her new role at Starcom, Osborn will be responsible for leading the agency’s investment product and team and media relations, working closely with PMX. She will also sit on the Sydney leadership team.

“We have a fantastic depth of talent at Publicis Media and these appointments reflect our desire to optimise talent and experience across the group. Sue-Ellen’s experience as both a Group Business Director and Investment Director perfectly complements our clients’ needs,” Barbour said.

Sue-Ellen Osborn said: “I’m really excited to take on this important role at Starcom leading the agency’s trading and investment team. The media sector is increasingly complex to navigate and we aim to ensure clients receive the best advice and media channel choices to drive effective business outcomes.”