Sonia Cunningham appointed AV Leader for 4Sales

7 September 2022

Channel 4 today announced it has appointed Sonia Cunningham as AV Leader within its multi-award-winning 4Sales team. This newly created role heading up the Audio Visual Sales team in London will set the strategy for the effective delivery of both linear and digital advertising activity across the business. 

Reporting to Victoria Appleby, Head of Sales (London), Sonia will lead a team encompassing the customer facing sales teams and AV Hub. Working collaboratively with the AV Leader in the Manchester 4Sales team, Loretta Hagger, the team will drive maximum commercial revenue across the Channel 4 portfolio, supporting the Trading Team and delivering subsequent deals.  

Sonia joins 4Sales from Hearts and Science, where she has been Head of AV since May 2019, responsible for the delivery of commercial commitments and trading agreements across all clients. Previously she worked at Wavemaker as Business Director/ Activation Lead managing the £100m L’Oréal account across a range of divisions, including L’Oréal Paris, Maybelline New York, Garnier and The Body Shop. Prior to this she was an AV Business Director working on all Government accounts within Group M. 

Victoria Appleby, Head of Sales (London), said: “Sonia is an expert in her field and brings a wealth of skills and experience in linear and digital planning and buying to Channel 4. For this newly created role, Sonia is the perfect candidate to lead the strategy of this highly successful team.” 

Sonia Cunningham said:  "I’m delighted to be joining Channel 4 who have always been at the forefront of innovation and diversity – values which I’m passionate about too.  With my years of agency and client experience, and the talent of the award-winning sales team, I will create a strategy which is fit for the future and encompasses the needs of agencies, advertisers and Channel 4"

Sonia joins 4Sales in October.