Alex Pumfrey joined The Film and TV Charity as CEO in October 2017, leading a new strategy to develop UK-wide support services that extend the reach of the charity. Alex was COO of Digital UK from 2013 to 2016, responsible for the strategy and operations of the Freeview TV platform. Between 2008 and 2012 she led the UK’s £1bn digital TV switchover programme, which was delivered successfully on time and under budget. Alex has also worked in digital strategy at Channel 4 and was a partner at Maidthorn, advising on digital strategy to clients in media, arts and sports. She lives in Camden with her partner and two young children.