Both executives arrive from Chum International and will be based at the company's Toronto offices handling the theatrical and television slate.
Byles will report directly to Peace Arch Entertainment Group president John Flock. Rodriguez joins the international distribution team of executive vice president Mary Herne and senior vice president Suzanne Barron. Rodriguez and Herne will report to Byles.
Byles served six years at Chum International, most recently as vice president and general manager, and was responsible for programme sales and distribution, channel format franchising and new business development.
Rodriguez served at Chum International as vice president, sales and business development, and oversaw the company's programme sales division, format licensing and station franchising for all of Chum's television formats worldwide. He served at Chum and its Citytv operations for a total of 24 years.
'Kevin and Victor provide the kind of leadership, experience and industry relationships that will quickly establish Peace Arch as one of the leading sales and distribution companies in the business', Flock said.
'As we begin to exploit the international rights to our newly acquired Castle Hill/Dream library and with our continuing flow of current programmes like the record-breaking television series The Tudors and award-winning features like the 2007 Sundance Film Festival favorites Delirious and Chapter 27, we expect the addition of Kevin and Victor to our team to both immediately strengthen our existing sales operations and create new opportunities to increase revenues and earnings.'