ITV has named Julian Ashworth as its new director of group strategy and direct to consumer.
Ashworth will join from BT in February, where he is currently global director of policy strategy.
The new role will see Ashworth head up ITV’s online and interactive businesses, including ITV Hub.
He brings extensive experience in international strategy, analytics, digital transformation with consumer and TMT focused businesses, having worked in senior strategy leadership roles with several FTSE 30 companies after leaving management consultancy Bain and Company.
Over the past five years, he has led the development of BT’s group wide strategy across a broad range of key policy priorities in media, internet and digital infrastructure.
Carolyn McCall, ITV CEO, said: “ITV has undergone a real transformation since 2010. We are now operating in an increasingly competitive and rapidly changing environment and I and the ITV team are looking forward to building on the strong foundations that are already in place as we refresh the strategy.
“I’m delighted that Julian is joining the executive team. He brings with him a wealth of expertise and experience from the technology and media sectors in the UK and internationally, which will be invaluable as we further develop our strategy and move forward with ITV’s next exciting chapter.”
Ashworth added: “I am extremely proud and excited to be joining the UK’s leading commercial broadcaster and biggest production company during a dynamic period of change for the sector. Since 2010, ITV has developed very effectively under the current strategy and is today well positioned for the future with outstanding assets, people and content.
“I look forward to working with the management team, and indeed everyone across ITV, to help build on this solid foundation, delivering the next phase of ITV’s strategic evolution and accelerating the development of the ITV direct to consumer business.”