ITV appoints director for online and on demand
ITV has appointed BBC digital strategist James Micklethwait to the newly created role of director of product strategy and customer engagement.
Micklethwait is charged with online product strategy, audience research, web analytics, CRM, homepage management, innovation and strategic partnerships.
He has been appointed to help the broadcaster achieve its five-year transformation plan to develop premium content across multiple platforms and become “more client obsessed”.
Micklethwait’s appointment is part of a wider restructure of the online and on demand business and more appointments in a number of newly-created roles will follow to focus on making the ITV Player and ITV.com more user-friendly.
The appointments will result in the creation of an online and on demand leadership team.
ITV.com managing director Robin Pembrooke says: “Our short term goals of improving and distributing the ITV Player and the design and functionality of ITV.com are clear and there’s great momentum building around both.
“This is one of the many changes we’ve already made in the last three months to get ITV fit to compete in the online and on demand space.”
Micklethwait joins from the BBC where he helped shape its digital strategy including working on the Open iPlayer. Most recently he was controller of its journalism and North strategy.