Leading UK Entertainment Trade Body British Association for Screen Entertainment Announces Team Restructure

The British Association for Screen Entertainment (BASE) and Digital Entertainment Group International (DEGI) has announce a restructuring of its London based organisation, following recent team departures.

Sarah Mackie joins in the newly adapted role of Senior Communications and Events Manager. Her remit includes BASE Awards lead, the Annual Wrap and Industry Outlook, the DEGI Roadshow, and the Digital Growth Summit. Sarah joins BASE and DEGI from Channel 4, bringing a wealth of experience as a former journalist and published author.

Connie Stride joins as Team and Projects Executive, supporting the team across multiple activations, promotions, events and community initiatives. Connie, formerly with Hartswood Films, brings with her film production and project management experience.

BASE is also pleased to welcome Joynul Muhboob, formerly of MediaLab, as the latest addition to the team as Business and Marketing Data Analyst. Joynul brings a robust background in financial mathematics, paired with a deep expertise in business analytics. Known for his ability to analyse and translate complex data into actionable insights, he will be a valuable asset as we continue to strengthen our commitment to data-led growth and innovation.

BASE is also delighted to announced the promotion of Vicki Geddes to Head of Finance and Operations. This well-deserved promotion reflects the growing scope of BASE’s work, both in the UK and internationally, and Vicki’s expanded leadership across key areas of our organisation.

The team is also excited to share the news of the promotion of James Gallagher to Head of Marketing Projects, International and UK. This well-earned promotion reflects the tremendous growth and success of our global campaigns, which continue to expand in scale and impact across key regions. James has played a pivotal role in driving strategic initiatives, particularly across the Nordics, France and Japan, helping to elevate our presence and performance in these markets, among others.

The restructure complements the existing strengths of the BASE and DEGI teams, as we continue to deliver on our future vision for the Home Entertainment industry. This vision includes overseeing the Industry Trust for IP, which sits within BASE, and fostering growth and community across the entertainment landscape through a range of innovative initiatives.

BASE and DEGI activity already in 2024 includes a raft of extended insight programmes devised to provide a holistic view of performance and behavioural trends across the UK and key International territories, the first of its kind Go Big and Go Home partnership between Odeon and Prime Video in association with multiple major UK film distributors; the ongoing digital activation partnership Mega Movie Weekend (UK); the week-long promotional activity Mega Movie Week in Japan and France, with the Nordics to come and three rounds of the theatrical and anti-infringement partnership Moments Worth Paying For, for the Industry Trust.  This is in addition to signature events such as the 600-person BASE Awards at the Camden Roundhouse, and the DEGI Roadshow., that travelled to France, Germany, the UK and the Nordics in Q2.

As we approach the end of the year, BASE/DEGI and the Industry Trust have some exciting events lined up. On 14th November, we’ll be hosting the Irish Industry Trust Presentation Day in Dublin, a key event focused on driving further understanding of infringement trends across Film/TV/Sports, shaping solutions and strengthening local and global collaboration. Following that, on 10th December, we’ll hold our Annual Wrap Up & Industry Outlook, where we’ll reflect on the year’s achievements and discuss trends, challenges, and opportunities shaping the entertainment landscape for the year ahead. If you would like more information on these events please contact Sarah@baseorg.uk.

This year, we’re also delighted to welcome new members to the BASE community, including Prime Video, Curzon, Mubi, Vobile, Futuresource, Webkyte, ReThink TV, Official Charts, OmDia, Kantar and Next-Gen Media.  They join an incredible roster of existing members such as The Walt Disney Company, Warner Bros. Discovery, Universal, Sony Pictures, Lionsgate and Studio Canal, to mention a few. Our community remains at the heart of everything we do.

BASE CEO, Liz Bales, said, “It’s a brilliant time to welcome new talent to the team ahead of celebrating sector success as part of BASE’s 45th anniversary in 2025. At BASE, we are a community that thrives on shared insights, experience, and celebration, all while fostering industry-wide collaboration. Bringing new skillsets and approaches to the team strengthens our thinking, creativity and agility. A huge welcome to Sarah, and Connie, who have already been outstanding across the BASE Awards, to Joynul who adds an exciting and incremental analytical perspective to the team and congratulations to Vicki and James, who have both proved how fundamental they are to the growth and strength of BASE and DEGI.”