International film industry stalwart Helen Loveridge has joined the sales team of EastWest Filmdistribution working out of its London office.

Speaking to Screendaily at this week's Zurich Producers Forum, Eastwest's co-founder Sasha Wieser explained that Loveridge will be working alongside the head of sales Alan Rudoff and be responsible for sales to Germany, France, Benelux territories and Scandinavia.

One of the founders of sales agent Fortissimo Films, Loveridge also served from 2003 to 2005 as the director of the Seattle International Film Festival before deciding to return to the UK.