Warner Bros. Entertainment UK has named Patrick Strafford to the newly created position of group commercial development director and Alison Cressey to the newly created position of group marketing director.

Both will report directly to Josh Berger, executive vice president & managing director, Warner Bros. Entertainment UK.

Strafford will work with the managing directors of the UK businesses - theatrical, consumer products, television and home video - to facilitate greater collaboration among them and maximise business opportunities in the UK.

He will also identify and develop opportunities for growth in the UK in collaboration with Warner Bros. Entertainment's European Corporate Business Development and Strategy team. In addition he will oversee the implementation of retail opportunities that extend across the Company's various business units in the UK.

Strafford joined the Company in January 2000 as director of business development for Warner Bros. International Television Distribution. Prior to this, he worked for more than 10 years in business strategy, corporate business development and line marketing and sales at McKinsey & Co, Carlton Communications and Redland plc.

Starting in January 2004, Cressey will work alongside the existing marketing teams in each Warner Bros. Entertainment business unit in the UK

She will also be responsible for and provide direction to the other new positions within Warner Bros. Entertainment UK, namely the media controller, the director of promotions and director of research.

In addition, she will serve as the liaison for promotional activities and manage the marketing goals and objectives with other AOL Time Warner UK-based companies.

Cressey joined the company as marketing director for Warner Home Video in March this year as maternity cover for Clare Guise. Prior to WHV, she was Marketing and Product Development Director VOD/NVOD for UPC Media, a division of UPC . She joined UPC from the BBC where she was head of marketing for the BBC World Service and before that head of European marketing for Buena Vista Home Entertainment.