Jennifer Frees
Lauren Beckett
Jennifer Frees has returned to the Toronto Film Festival to fill the new role of chief business and marketing officer, overseeing corporate partnerships among other duties.
Frees, who held executive roles like vp of partnerships and senior director of partnerships over a nine year period with TIFF to Sept. 2020, will also oversee brand and media development, loyalty and engagement at the festival. Her return comes as Toronto looks to plug a revenue hole left by Canadian phone giant Bell, lead sponsor of TIFF since 1995 and with its name on the event’s year-round home Bell Lightbox, ending a $5 million annual financial contribution at the end of 2023.
“Jenn has an impressive track record of driving growth and innovation as well as a commitment to developing purpose-focused partnerships that support our mission and enhanced audience experience,” Toronto Film Fest CEO Cameron Bailey said in a statement on Thursday.
Among challenges faced by Toronto, besides the end of the 28-year partnership with Bell, are two years of pandemic disruption with slimmed-down digital editions in 2020 and 2021. Then another tough year with the impact of the ongoing Hollywood actors and writers strikes on the recent 48th edition in Sept. 2023.
“I am delighted to join TIFF in this exciting time of recovery and transformation. As a purpose-driven marketer and business development leader, I am honored by the unique opportunity to support a pillar of Canadian culture as it approaches its 50th anniversary,” Frees added with her own statement.
Toronto also announced that it has promoted Judy Lung, currently TIFF’s vp of public relations and communications, to vp of strategy, communications and stakeholder relations.
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