Prior to forming SFP, Sonia spent three years as the producer for the Ambassador Theatre Group. Before joining ATG she was the producer and co-founder of Out of Joint, now one of Britain's leading theatre companies. From 1989 to 1993 she was a producer at the National Theatre, specialising in touring productions and theatre for young people.
Diane established and ran the National Theatre's Contracts Department from 1987 to 2001. In 2001 she joined the Ambassador Theatre Group as Business Affairs Manager and in 2005 joined SFP full-time as General Manager.
Before joining SFP, Pam was, for 12 years, the Production Co-ordinator at the Really Useful Group. During her time at RUG she supervised over 20 major Really Useful productions not only in London but across Europe and in America.
Prior to joining SFP, Ros has been General Manager at the Almeida Theatre, The Old Vic and most recently Associate Producer at the National Theatre.
Ben worked at SFP for four years from 2010 and after a short stint at the Donmar Warehouse re-joined SFP in 2015. He studied English and Theatre at the University of Warwick, where, amongst producing numerous productions, he produced Europe’s largest student arts festival.
Simon has previously worked at the Ambassador Theatre Group, the Donmar Warehouse and, most recently, as Production Supervisor at Playful Productions, where he worked for over eight years on West End and touring productions, both in the UK and internationally.
Originally an intern, Charlie re-joined SFP in 2015 after working in the subsidised sector at Hampstead Theatre.
Max joined SFP in 2014 and for over half a decade worked across a wide variety of different productions in the London, New York and San Francisco. Between 2019 and 2021, Max worked as a Producer for the award-winning 59 Productions, where he led design teams creating a number of unique digital presentations combining art and technology. Max re-joined SFP in 2021. Prior to 2014, Max worked as an independent Producer with shows at the Finborough, the Arcola and the Whitstable Playhouse.
David started his theatre career at the Royal Court Theatre in 2009 before moving to SFP in 2011.
Prior to joining SFP, Aaron has worked as the Associate Producer at the Theatre Royal Stratford East, Gala Producer at The Old Vic theatre, Production Coordinator for the UK tour of Jersey Boys The Musical, Assistant General Manager for the UK tour of Grease the Musical and the Assistant General Manager for the workshop presentation of Back To The Future The Musical.
He graduated with a BA from Mountview Academy Of Theatre Arts before completing an MA in Creative Producing from Birkbeck.
Azera joined SFP in 2018, she previously worked at the Arcola Theatre, the Ambassador Theatre Group and, most recently as Executive Administrator at the Donmar Warehouse, after assisting Kate Pakenham. Prior to this, she studied Theatre Studies at Lancaster University.
Kat was previously Production Co-ordinator at Runaway Entertainment. During the pandemic Kat ran London Theatre Runway, a training programme for professional performers. Kat was a Trainee Performing Arts Producer at Roundhouse and before that worked at Northern Stage. She studied at King’s College London and University of California, Berkeley.
Prior to joining SFP, Alexandra has worked as a freelance Production Assistant at theatres such as Southwark Playhouse, Charing Cross Theatre, and the Cork Opera House. Alexandra graduated in 2018 with a BA (Hons) in English Literature and Drama with a minor in French Language and Culture from University College Cork (National University of Ireland).
Jessica graduated with a Music degree from Oxford University in 2020 where she was a choral scholar. Since then, she has worked as an Assistant Production Accountant with the BBC and as a runner for the Production Guild.
Prior to working at SFP, Sheza studied a Master of Arts in Games at Norwich University of the Arts and was a member of the Youth Forum at Mousetrap Theatre Projects, where she assisted with the annual Youth Leadership in the Arts conference for three consecutive years. She also worked on a heritage project with Norwich Theatre to help digitise and expand their archives.
Company Liaison Coordinator
Before joining SFP, Roni graduated from Laine Theatre Arts and began her career as a performer in both West End and touring shows that included, Starlight Express, Jesus Christ Superstar, Buddy, Soultrain, and Little Shop Of Horrors. A career shift took her into the fitness world, where she became the first Instructor to introduce Zumba to the city of Bristol, passionately striving to improve mental and physical health by providing barrier-free access to exercise, made available to everyone.
Hugh joined SFP in 2021 after previously working as Production Assistant at the Boulevard Theatre. He also worked on Constellations and Back to the Future (West End) as well as producing his own show at the Apollo Theatre as Part of Nica Burns’ Rising Stars Festival. Hugh was an Almeida Young Producer from 2019-2021 and is on the Chichester Festival Theatre Youth Advisory Board. He graduated from the University of Manchester with a BA in Politics, Philosophy and Economics in 2018 and an MSc in International Business and Management in 2019.
Beth studied English at the University of Cambridge, where, amongst multiple other productions, she was responsible for the first amateur UK production of Richard Greenberg’s The Dazzle, as well as producing a sold-out run of Macbeth. Prior to joining SFP, she worked as an administrative assistant in the railway engineering industry.
Head of Creative Development
Before joining SFP, Imogen was Director of Taking Part, at the Young Vic for 7 years. Before that she was the Director of Theatre at the BRIT School of Performing Arts.
Matt was a theatre critic and arts journalist, writing regularly for The Guardian, the Financial Times and Variety, before joining the team at SFP in October 2019.
Jack Bradley joined SFP in 2007. He was Literary Manager at the National Theatre from 1994-2006 advising on the repertoire for Richard Eyre, Trevor Nunn and Nicholas Hytner. From 1989-1994 he worked in new play development at the Soho Theatre.
Creative Development Coordinator
Nicola joined SFP in 2022. She’s previously worked at Trafalgar Entertainment, Nick Grace Productions, and most recently as Assistant Producer at Headlong. She graduated from the University of York in 2018 with a degree in Theatre: Writing, Directing and Performance.
MARKETING, SALES & TICKETING
Sales and Ticketing Director (maternity leave)
Emma-Louise joined SFP in 2018 having worked for ATG for five years in roles including Ticketing Manager at the Apollo Victoria Theatre and Pricing and Revenue Analyst for ATG’s regional venues and touring productions. During this time, Emma-Louise has completed ATG’s two year leadership course, Rising Stars.
Sales and Ticketing Director (maternity cover)
Sophie joined SFP in August 2021 having previously worked for The Old Vic for 12 years, most recently as Head of Box Office. She has previously worked for Ambassador Theatre Group, Old Vic New Voices, Look Left Look Right Theatre Company, and Sharkey and Co Theatrical Agents.
Director of Marketing
Prior to joining SFP, Hannah has worked for The Royal Shakespeare Company, Nimax Theatres and spent 10 years running campaigns for a range of theatrical clients while working at Dewynters.
Executive Assistant to Sonia Friedman
Britt joined the team in 2017 as the New York assistant to SFP. She’s now transferred to the London office.
Personal Assistant to Sonia Friedman
Sergio joined the SFP team in 2015.
Dan joined SFP in 2019 having previously worked at literary agencies in New York and London including Curtis Brown and, more recently, Peters Fraser & Dunlop where he worked as Associate Agent for Broadcast and Live Events.
Prior to working at SFP, Mawiyah completed her Master's in Creative Writing and Publishing, a joint program between Lincoln University and the Guardian Newspaper. As a graduate of the Oxford University, Creative Writing Diploma Mawiyah was led to work as part of the 2019 production team for the televised Black Girls Rock Award show and the BGR Fest music festival.
Productions Finance Director
Sarah joined SFP from Mark Rubinstein Limited, where she was Head of Finance. Prior to that, she held roles as Head of Group Finance at the Ambassador Theatre Group and Head of Financial Reporting at Iglo Foods Group, the owner of Birds Eye. She originally trained as a Chartered Accountant with one of the Big 4 accounting firms and worked in their London and New York offices.
SONIA FRIEDMAN PRODUCTIONS NEW YORK
Thomas began his theatre career in his home country of Canada before moving to London to work for Disney Theatrical Group. He joined SFP in 2017.