Independent animation studio Aardman has announced the promotions of Alison Taylor to director, distribution and business development, and Rob Goodchild to commercial director.

These newly created roles in the sales and marketing arm of the business form part of a departmental restructuring to consolidate all the studio’s sales, marketing and brand management expertise. Taylor and Goodchild will be central to providing market insight, financing, distribution and licensing for Aardman’s portfolio of brands, which includes both its own IP and third-party properties represented by the company.

Taylor, currently head of sales and acquisitions at Aardman, will be responsible for driving the financing, distribution and long-term content exploitation strategy for each brand. She joined the broadcast and development department in 2004, advancing through the sales team before being promoted to head of sales and acquisitions in 2016. Since then, she has led the international distribution team and is responsible for global distribution of Aardman’s series such as “Shaun the Sheep” and “Timmy Time” along with third party distribution for children’s properties such as “Digby Dragon” (Blue Zoo Animation) and “Brave Bunnies” (Glowberry / Anima Kitchent) across all content platforms. Taylor also played an integral part in securing Aardman’s first Original with Netflix, “Robin Robin,” with financing content for new and existing brands being a key part to her new role.

Goodchild joined Aardman as U.K. licensing manager in 2008 before progressing to head of licensing. In that time, he secured major partnerships for all of Aardman’s key brands supporting global business growth, particularly in Japan and China, as well as working to deliver innovation-led projects such as “The Big Fix Up,” a new Wallace & Gromit immersive story told through AR (augmented reality) in collaboration with Fictioneers. In his new position as commercial director, Goodchild will assume strategic responsibility for the selling and marketing of the studio’s services including third-party commercials and short films, the rights exploitation for all Aardman brands, and defining new business opportunities such as the development of IP and animated content for third party brands, theme parks and attractions. He will be tasked with delivering revenue across different categories and markets, influencing growth in key territories across Europe and Asia. Goodchild also directs the development of Aardman’s branded interactive business, working to increase its presence in the gaming space and with pioneering companies to grow Aardman’s output in new technologies including AR and Blockchain.

“Behind each of our beloved brands is a wealth of knowledge across rights, distribution, sales and marketing that, over recent years, has allowed us to start very successfully representing third party brands in addition to our own IP,” says Sean Clarke, managing director, Aardman. “The restructuring of our Sales and Marketing arm is the natural next step in maximizing this industry-leading expertise, to continue to realize the full potential of Aardman’s IP alongside developing our studio service work for third party brands. Alison and Rob will make a formidable partnership, working alongside Lucy Wendover who will continue to lead the Marketing and Brand team.”