Sarah Etherden is a TV communications executive with 15+ years of experience serving broadcasters, producers and distributors with media relations, trade marketing, executive profile development and corporate communications. As Vice-President, Global Communications at Blue Ant Media, she oversees the strategy and management of Blue Ant Media's external and internal communications and is a member of the company’s global management team. Her accomplishments with the producer, distributor and broadcaster include positioning Blue Ant as a global leader in 4K content, notably Love Nature and its commissioning and affiliate teams; carving out a thought leadership role for Blue Ant in the free streaming space via the company's FAST and AVOD channels; building an internal communications program from the ground up; supporting its distribution business with PR efforts that positioned the group as a leader in licensing sales; contributing to several film festival premieres with strategic PR that paved the way to awards + new greenlights; and acting as a key player on the company’s eight channel rebrands during her tenure.
In 2013, she launched Phoenix PR, an award-winning communications collective where she consulted with several North American production and media companies, as well nonprofits such as TRIEC (Toronto Region Immigrant Employment Council) which supports, celebrates and changes the lives of skilled immigrants in Canada. At Teletoon Canada (2010-2014), she managed and rolled out media relations and corporate communications in support of the broadcaster's seasonal launches and network priorities from start to finish, including the company’s high-profile launch of Cartoon Network in Canada. Prior to these roles, Sarah spent another five years in leadership positions, outside the screen-based industry, leading PR and trade marketing for organizations in the tourism and not-for-profit sectors.