Jane Palfreyman has been appointed as the Managing Director of SBS for a five-year term, effective 12 May 2026.
Palfreyman has served as Acting Managing Director since 28 August 2025, following a rigorous and competitive search process.
She brings more than 25 years of media experience, including 14 years at SBS.
Before joining the top job, Palfreyman held senior strategic and marketing leadership roles at Nova Entertainment, Global Radio in London and Southern Cross Austereo.
She is also a Non-Executive Director of NSW Rugby Union and a member of the Chief Executive Women Network.
Palfreyman has held senior executive roles across commercial strategy, marketing, organisational transformation and audience engagement.
As Chief Marketing & Commercial Officer from September 2023 to August 2025, she played a key role in strengthening SBS’s commercial performance and deepening audience engagement.
Love Film & TV?
Get your daily dose of everything happening in music, film and TV in Australia and abroad.
Her work has been tied to SBS’s Charter and its role in reflecting and connecting contemporary Australia.
SBS Chair Dr Nicholas Pappas AM said Palfreyman’s appointment reflects the Board’s confidence in her leadership and understanding of the organisation.
“Ms Palfreyman is an experienced and principled leader who is deeply committed to SBS’s purpose and the role we play in fostering inclusion and community cohesion at a time when this has never been more important.
“Jane brings a genuine belief in the role of trusted public media, combined with strong commercial acumen, and a clear understanding of what makes SBS distinctive.
“She has consistently demonstrated how disciplined leadership and a focused strategy deliver impact and long-term sustainability.”
Pappas said SBS must continue to innovate while staying true to its Charter.
“Amid significant change across the media sector, SBS must continue to innovate while staying true to our Charter.
“The Board has great confidence that Jane will continue to lead SBS with clarity and purpose – driving commercial growth, delivering engaging content in over 60 languages, and ensuring the organisation remains trusted and relevant to all Australians.
“We are delighted Jane will lead SBS into its next chapter,” Pappas concluded.
Palfreyman said she was honoured to lead SBS at an important moment in its history.
“It’s a privilege to be appointed Managing Director of SBS, and I’m grateful for the Board’s confidence.
“I care deeply about SBS, its purpose and the role it plays in Australia’s pluralistic society, particularly at a time when our community is navigating growing pressures and the media environment is increasingly complex.”
She said her focus will be on long-term growth, digital acceleration and audience connection.
“SBS exists to help Australians better understand one another and the world around them.
“As the needs of audiences continue to change, my focus is on strengthening the organisation for the long term, accelerating our digital growth and deepening our connection with all Australians, including multilingual and First Nations communities.
“I look forward to working with our teams, partners and communities to ensure SBS remains a bold, trusted and inclusive broadcaster for contemporary Australia.”
Following Palfreyman’s appointment, SBS will begin recruitment for the Director of Media Sales/Chief Commercial Officer and the Director of Marketing & Audiences.
Both roles will be open to internal and external applicants.