Caroline Pitcher has been appointed general manager of the Melbourne Film Office, a role that gives her responsibility for enticing local and overseas producers to base their productions in the state of Victoria and for keeping them happy while they are there.

"She brings with her a wealth of knowledge and experience in international and domestic marketing, strategic management and communications, predominantly in the environment and tourism sectors," said Sandra Sdraulig, chief executive of parent agency Film Victoria, in a statement released today.

"Promoting our talented and respected film and television industry, providing quality services to production companies, and building excellent community relations will be critical to our success," said Pitcher, who has worked in marketing, operations and communications for Turtle Island, Melbourne's Royal Botanic Gardens, and Parks Victoria.

Pitcher takes up the appointment on July 7, replacing Louisa Coppel. The three business units that exist at Film Victoria under its new structure have each had general managers appointed to them in the past month. Brian Tuckey heads business affairs and Ross Dimsey heads industry development and investment. It has also just released a new set of funding programs.