Lawrence Francis was previously sales and marketing manager at Indie Phoenix Film and Television.
In his new role he will focus on developing The Pavement's DVD, Blu-Ray and graphics production services from the company's new Soho facility.
Francis' experience in the indie production sector will also see him help to increase The Pavement's presence as an original content provider, focusing on developing multi-platform formats and co-productions.
The Pavement was formed in February 2000 in Shoreditch. It was re-launched this year and, adding Blu-Ray services, it has now moved to new premises in Soho.
The Pavement specialises in high-end DVD design and production services for music, film, TV, education and corporate clients, including the BBC, Universal Pictures, Warner Vision, 2 Entertain and Channel 4.