Viaplay ups Filippa Wallestam to chief commercial officer

Viaplay Group has named Filippa Wallestam as EVP and chief commercial officer, Nordics, as Kim Poder exits the company after 24 years to “pursue new challenges”.

Promoted from her role as EVP and chief content officer, Wallestam starts the role effective immediately, based in Stockholm.

She will continue to lead Viaplay’s content operations and be a member of the group executive management team. She will also hold overall responsibility for the Group’s largest commercial region, which spans Sweden, Norway, Denmark, Finland and Iceland.

The exec joined Viaplay in 2014 as head of strategy for free-TV and radio in Scandinavia. In 2018 she became EVP and CEO for Sweden and was promoted to chief content officer a year later.

She previously worked as a strategy consultant at Boston Consulting Group in London and New York, and at Daily Mail General Trust.

Poder said: “I will always be grateful for my years at Viaplay Group, and for the chance to work with such amazing colleagues and partners. Of course, this is not farewell forever, since I will continue to be a happy Viaplay subscriber and enjoy the service’s unique line-up of local hits, international blockbusters and top-class sports.”

Wallestam will report to Anders Jensen, Viaplay Group president and CEO who said: “Following an intense period of expansion, Viaplay is today present direct-to-consumer in 13 countries and produces more than 130 original series and films every year. The next phase of our strategy focuses on unlocking the full potential of our new regional set-up by getting as close as possible to our local markets and customers. Filippa’s commercial skills, drive and broad experience will serve us very well. I am delighted that she is taking on this key role while continuing to lead our fully scaled content operations.

Wallestam said: “My priority in recent years has been building Viaplay’s content leadership. I am extremely proud that today we are the number one Nordic storyteller and a major international player, and that the quality of our productions is so widely recognised. Combined with our world-class sports rights and continuous tech innovation, Viaplay is one of a kind. It feels natural to focus now on developing and getting the most from the position we have created. I can’t wait to get started and to work even closer with our talented Nordic team.”