London’s Jellyfish Pictures has promoted Natalie Llewellyn to managing director of its proprietary animation production division, Jellyfish Originals.

Llewellyn will take on a broader strategic role, heading up the division’s creative and commercial efforts, as well as driving development, distribution, rights negotiation, financing and commercial strategy for its originals slate.

Llewellyn joined the company in 2018 as head of IP development and launched Jellyfish Creative Bloom, an in-house program inviting employees to pitch animated kids shows. Two successful ideas have since been put in active development. The latest round of Creative Bloom launches next month.

Before Jellyfish, Llewellyn spent five years as head of global strategy at Platinum Films, where she focused on global distribution. Prior to that, she served in senior roles at V&S Entertainment, producing Everything’s Rosie for CBeebies.