RTL rejigs United Screens management

Natalie Tideström Heidmark (left) and Nicolin Lillhage

European media giant RTL Group has appointed a new CEO at Nordic online video prodco United Screens, which it acquired at the beginning of last year.

Natalie Tideström Heidmark has been named CEO of United Screens, having most recently been sales director of the company in Sweden.

Heidmark will succeed the co-founder and CEO of the prodco, Malte Andreasson, who has decided to step down and will continue to work for the firm in a consulting capacity, RTL Group said.

As part of a new management structure at United Screens, Nicolin Lillhage, most recently branded content director at the firm, has been appointed chief operating officer and deputy CEO.

Stina Bergfors, the other co-founder, will continue to work with the new management team as an advisor for United Screens, added RTL Group, which bought the company for €12.4m (US$14m) in January 2018.

Heidmark joined the creative sales team of United Screens in 2014 and from 2016 to 2018 served as head of commercial.

The company represents hundreds of influencers in music, lifestyle and entertainment across all social media platforms. It is based in Stockholm, with offices in Oslo, Helsinki and Copenhagen.

It was founded by Andreasson, former scheduling director at Swedish commercial broadcaster TV4, alongside Bergfors, the former boss of Google and YouTube in Sweden, alongside Bonnier Ventures in 2013.