PBS International has appointed BBC Studios (BBCS) sales manager Eniela Bella as director of coproduction finance and sales.

Bella, who has a background in sales and co-financing across various international markets, most recently served as the sales manager for Central and Eastern Europe, Italy and the Middle East and North Africa at BBCS, having joined in September last year.

Prior to BBCS, she held senior roles at Drive Media Rights, Twofour Group and Hat Trick Productions.

In her new role, London-based Bella will be responsible for setting strategies, forecasting and negotiating co-financing of non-scripted projects, focusing on the French and German markets.

PBS International said Bella will “manage existing client partnerships and cultivate new relationships to enhance production financing prospects.”

The exec will also have a role in the company’s sales team, managing Eastern Europe, and will represent PBS International at MipTV in April.

The company distributes factual and children’s programming, including films from Ken Burns, entertaining and educational PBS Kids series, as well as PBS and third-party documentaries.

Tracy Beckett, commissioning editor for coproductions and acquisitions at PBS International, said: “Her extensive experience and proven track record in sales and coproduction financing make her the perfect fit for this role. We are confident that Eniela will play a pivotal part in driving our international growth strategy forward.”