Rights Management International has promoted Saphia Maxamed to run its entertainment division, effective immediately.

Maxamed joined the company in 2012 as new business manager. In this role she developed new businesses for RMI, which lead to the creation of the company's new entertainment division.

As the new head of entertainment, Maxamed will develop licensing strategies for RMI’s portfolio of celebrity and entertainment brands, which include Samantha Faiers, Billie Faiers, Ferne McCann, Sanctum Soho and Hardy Bucks the Movie as well as new signings.

Maxamed is also tasked with supporting licensees and properties at retail including DTRs and creating relationships with key partners. 

“I am very happy to announce that Saphia has been promoted to the position of Head of Entertainment,” says Vicky Kostura, managing director, RMI. “The new title reflects Saphia’s increasingly diverse role both within the department and within the business as a whole. It also recognizes the responsibilities associated with the role. Her contribution to driving new businesses for RMI has been invaluable.”