London-based family entertainment specialist Cake Entertainment has promoted Leila Ouledcheikh to VP of International Sales.

In the new post, Ouledcheikh’s tasked with handling all worldwide merchandising and licensing sales as well TV and home video exploitation across Germany, France, Italy, Benelux, the Middle East, Africa, Greece and Turkey.

In addition, Ouledcheikh will participate in the evaluation of new business opportunities to drive the distribution of Cake’s catalog and work on the development of strategies for both international brand building and co-production projects.

Ouledcheikh joined Cake in 2009 as senior sales manager and was responsible for managing and driving the distribution of Cake’s catalogue across international territories. Prior to that, she worked at Entertainment Rights, where she was senior territory manager looking after television, video and licensing activities. She also oversaw sales for preschool brands including Bob the Builder, Thomas the Tank Engine, Postman Pat and Barbie during her time at Hit Entertainment.