Vancouver’s Force Four Entertainment has launched a branded content unit, appointing Khaled Sabbour to lead it from the company’s Toronto outpost.

Sabbour, who previously led business development and sponsorship opportunities at Toronto prodco Saloon Media (Tornado Hunters), will be in charge of attracting brand partners as Force Four tries to expand and diversify its slate of projects.

In the role of producer, branded content, Sabbour will report to SVP Vibika Bianchi, who left Corus a year ago to join the company after it was acquired by eOne in August, 2014.

Prior to his arrival at Saloon Media, Sabbour served as development producer at Toronto-based Architect Films and as a producer for Lush Brothers Entertainment. He has also previously held the role of VP at boutique hedge fund company Radius Financial.

Force Four’s slate of shows includes Border Security: Canada’s Front Line, The Cupcake Girls, Shannon and Sophie, Village on a Diet, Murder She Solved.