UK-based online kids network WildBrain has hired a former executive from All3Media digital business Little Dot Studios.
Will Mahmood has joined as head of strategy at the DHX Media-owned company.
He will help multichannel network WildBrain’s content partners exploit the data their programming creates, and work with key executives on company strategy.
Mahmood was formerly with Little Dot Studios, where he established an insight team. He has also worked on data projects with brands such as eOne Family’s Peppa Pig and Silvergate Media’s Octonauts, and broadcasters including Channel 4, ITV and Turner, the latter of which employs WildBrain to run its digital channels.
Prior to Little Dot, he worked at Beamly, the digital content business iPlayer architect Anthony Rose co-created as Zeebox.
Canada’s DHX bought US-based producer WildBrain in 2010, but later subsumed the brand within the wider group. The brand was revived last year as a UK-based MCN focused on kids networks.
John Robson, who was hired to run the new-look WildBrain, said Mahmood’s hire “underscores our growing capabilities in the kids digital space”, and the unit had “ambitious plans”.
WildBrain currently features more than 20,000 videos across its branded YouTube network of around 350 channels.