Acting MD moves permanently into the top job at SBS, for a 5 year term.
SBS Board of Directors has appointed Jane Palfreyman as Managing Director, for a five-year term, effective from today.
She has been Acting MD since the departure of James Taylor in late 2025.
Previously Chief Marketing & Commercial Officer from September 2023 to August 2025, Ms Palfreyman brings more than 25 years’ media experience, including 14 years at SBS. She has held senior executive roles spanning commercial strategy, marketing, organisational transformation and audience engagement.
SBS Chair Dr Nicholas Pappas AM said, “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.
“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.”
In February Ms. Palfreyman confirmed her interest in the position during a Senate Estimates session with Senator Sarah Henderson.
Jane Palfreyman: The Board’s undertaking an extensive recruitment process as we speak, and I expect we’ll have an update in the coming weeks and months.
Senator Henderson: And are you an applicant Ms Palfreyman?
Jane Palfreyman: ….Senator, thank you for your interest in the process. Umm, we all look forward to the outcome and decision!
Senator Henderson: I take that (to mean) that you are applying to keep the job?
Jane Palfreyman: ….yeah, you can infer that from my comment, thanks Senator.
Ms Palfreyman said, “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.
“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,” she said today.
“I look forward to working with our teams, partners and communities to ensure SBS remains a bold, trusted and inclusive broadcaster for contemporary Australia.”
SBS will begin recruitment immediately for the roles of Director of Media Sales / Chief Commercial Officer (here) and Director of Marketing & Audiences (here) open to both internal and external applicants.