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| Author | Joby Reeves |
Digital Cinema Media (DCM) has appointed Emmie Sergeant, former Head of Operations and Delivery at Wavemaker, to the new position of Head of Operations.
In this new role, Emmie will take charge of the company’s Campaign Management and Production teams to streamline operational and technological processes, identifying business needs and new opportunities to maximise revenue. Emmie will work closely with DCM’s Chief Revenue Officer, Davina Barker, and CEO, Karen Stacey.
DCM continues to invest heavily in its systems, improving its services to provide dynamic scheduling and reporting offerings to its customers. The appointment comes during a period of sustained growth for the UK’s market leader in cinema advertising, who represent 85% of the market. In a strong start to 2026, DCM is on track to reach a 10% increase in revenue year on year for H1, reaching £50m.
Emmie’s extensive media experience spans more than two decades. Starting out in media planning and client management, Emmie’s rise saw her become one of OMD UK’s Business Directors, before transitioning to OMD EMEA’s Executive Director of Operations to support a team of 450+ people.
Most recently, Emmie led Wavemaker’s operational, strategic and transformational projects as Head of Operations & Delivery, where she oversaw organisational change initiatives spanning people, data, business transformation, and client programmes.
Responding to her appointment as Head of Operations at DCM, Emmie said: “Cinema is in the ascendency, and I am excited to join DCM at such a pivotal moment in its growth as a company. With millions attending the big screen every week, it’s more important than ever to ensure the smooth delivery of advertising across DCM’s expanding estate of cinemas, and I can’t wait to apply my knowledge and skillset to media’s most energetic medium.”
“Finding someone with the breadth of experience Emmie possesses is a rarity” said Davina Barker, Chief Revenue Officer at DCM. “She understands all sides of the media business and has delivered incredible results for some of the industry’s biggest agencies. We need the right talent to move us forward to even greater heights than before and Emmie will help us produce exceptional results.”