With nearly 30 years experience in content sales and marketing, Fiona has licensed content to a wide variety of platforms and market segments in nearly every territory.
Beginning at Film Australia in 1989 and the Sales and Marketing Operations Manager, Fiona built the content sales catalogue across all genres for distribution into markets worldwide and in doing so built strong relationships with the independent production sector and content buyers. Fiona was also a staff elected director on the Film Australia board from 1992 – 1996.As Content Sales Manager at SBS from 1996, Fiona assessed the commercial potential of projects at every stage of production, developing strategies for the marketing of each and compiling sales projections. She worked with producers to obtain production funding from the market securing presales and other market interest to get content into production. During her time at SBS the sales catalogue, which had previously only represented local SBS productions, grew to represent content from Australian television producers with content commissioned outside SBS.
Fiona established her own consultancy business, Fi’sAbility, in 2009 and worked with producers to maximise commercial opportunities for their content, helping them with business plans and working in the market on their behalf.
In early 2011 Fiona joined the newly established Flame Distribution, a specialist factual distributor, as its Content Sales & Acquisitions Director. Since that time Flame Distribution has grown to 15 staff and established sales offices in Sydney, London, Singapore, New York and Eastern Europe. Flame Media, the umbrella company of which Flame Distribution is a part, has spread into production, channel sales and business advisory work with over 40 staff across its 7 offices around the world.
Flame currently represents over 3,000 hours of factual and documentary content from over 160 producers from around the world.
Its sales staff attend nearly 30 trade fairs and conferences around the world each year as well as making territory trips to meet with buyers face to face in order to stay abreast of their content needs. Flame works in the TV, online, inflight, and educational markets and also assists producers in securing presales and commissions.
Fiona is currently serving as the Co-Chair of the Australian International Documentary Conference (AIDC).