Sony Pictures Home Entertainment (SPHE) has promoted Claude Borna to the newly created position of senior vice-president of business planning and commercial strategy, Europe.

Borna will be based at SPHE’s European headquarters in London and report to John McMahon, SPHE’s managing director, Europe, who made the announcement.

In the new role, Borna will assume management responsibility of SPHE’s London-based European commercial group which supports the commercial teams throughout Europe with systems and strategies for account planning, pricing, in-store execution and retail expansion. 

She will continue to manage the London-based European business planning and innovation group which works with the commercial teams in developing sales plans and strategies.

Borna previously served as SPHE’s vice-president of business planning and innovation, Europe. During her seven years at the company, she has held several executive positions including vice-president of retail marketing, Europe and director of retail marketing, Europe.

Prior to joining SPHE, Borna work at Amazon where she played a key role in the launch of DVD in the UK and France.