LoveFilm's Chris Bird has been promoted to director of film strategy, having previously held the role of head of marketing services.

Bird will handle LoveFilm's strategic relationships with studios and distributors and will developing the commercial arm of the new LoveFilm On-Demand service.

Jo Underhill, who replaces Bird in the role of head of media sales, joins the company from

She will lead the advertising sales team, which is now a full in-house operation, ending LoveFilm's relationship with Unanimis.

Simon Morris, chief marketing officer said 'LoveFilm has built very strong relationships with film studios across the board and Chris is well placed to continue these partnerships as we develop our offering. Jo is a very important addition to the team and her impressive expertise in this field will be a real asset to the company.'