Peacock Alley Entertainment is expanding, with the appointment of Craig McGillivray as VP distribution.

The Toronto-based prodco has launched a distribution arm ahead of the Banff World Media Festival in June.

“We’re heading into Banff as a bespoke distributor looking for like-minded creative partners. In a fiercely competitive market, producers and broadcasters must rely on new models that include financing through distribution advances, pre-sales and partnerships in order to get shows made. Craig’s tremendous experience aligns perfectly with our business strategy,” said Peacock Alley president Carrie Mudd in a statement.

McGillivray was most recently territory manager for Vancouver-based DHX Media, where he managed relationships with broadcasters like Nickelodeon, Disney, Turner and Discovery, and negotiated agreements with digital platforms like iTunes and Netflix. Prior to joining DHX Media in 2009, he worked in his family’s distribution company, Ironstar Communications, before moving over to Breakthrough Entertainment, where he handed sales in Asia, Australia and Europe.

Mudd and chairman Neil Court launched Peacock Alley in June 2012. The company is currently producing Slice’s Money Moron and recently sold unscripted series Brave New Girl, about Toronto transgender model Jenna Talackova, to Bell Media’s E! channel.