Scandinavian media co Modern Times Group (MTG) has appointed Filippa Wallestam as CEO of MTG Sweden, effective April 1.

Wallestam’s appointment comes on the heels of MTG’s announcement on March 23 that the company will split into two separate businesses: MTG and Nordic Entertainment Group.

In her new position, Wallestam will continue to shepherd the company’s position as a broadcasting, digital communication and content prodco. She will take over responsibility for TV3, TV6, TV8 and TV10, together with Viasat, Viafree and MTG’s radio business in Sweden.

Wallestam will report to Anders Jensen, who will become president and CEO of Nordic Entertainment Group.

The exec has been with the company since 2014, having joined as head of strategy for MTG’s free-TV and radio businesses in Sweden, Norway and Denmark. Most recently, she served as head of Nordic entertainment operations.

Before joining MTG, Wallestam worked as a strategy consultant at Boston Consulting Group in London and New York, and at Daily Mail General Trust.

“As head of Nordic entertainment operations and a member of our Nordic leadership team, Filippa has played a vital role in MTG’s success story in the Nordic region,” said Jensen in a statement. “She has outstanding strategic abilities and knows our business like the back of her hand. Filippa is just the right person to continue developing MTG Sweden as the company continues its journey within Nordic Entertainment Group.”

“I’m extremely proud and excited about my new role. MTG’s Nordic business operates in one of the world’s most competitive markets, and we have repeatedly proven our ability to adapt and evolve where we today are a fully integrated media house within broadcasting, digital communication and content production,” added Wallestam. “MTG’s capacity for continuous renewal and our entrepreneurial culture position us very well to continue growing and to reinforce our position.”