Independent media group and rights owner Coolabi has appointed Jo Redfern as SVP, digital, a newly created role to support the company’s digital growth strategy.
Reporting into CEO Will Harrison and working with the senior management team, Redfern (pictured) will lead the company’s digital expansion efforts, with a focus on YouTube and gaming initiatives aimed at extending the reach of its intellectual property portfolio.
As part of the restructure, Rachel Hughes becomes head of digital editorial & audience growth. Reporting to Redfern, Hughes will oversee editorial strategy, content programming and community engagement across the company’s digital platforms.
Redfern joins Coolabi with experience across the sector. Previous roles include commercial partnerships and consumer products work at BBC Children’s & Education, founding team member and global head of content at 24 Watts, and managing director of Wind Sun Sky. Most recently, she founded consultancy Futrhood Media.
Coolabi said the appointments support its franchise-focused strategy and broader plans to expand its book-based intellectual property into global entertainment brands through digital storytelling, fandom and community engagement.
Harrison said: “We have huge ambitions in the digital space and we are putting digital at the heart of all our business, meeting fans on the platforms where they live and build communities We couldn’t think of anyone better to lead this push than Jo. Her credentials, track record, knowledge and understanding of this world are second-to-none. We look forward to her accelerating our growth plans across all digital arenas.”
Redfern added: “I’m excited to be joining Coolabi to lead the digital strategy and content creation for its portfolio of IP, particularly Warrior Cats. I’ve long tracked the brand on Roblox, now at 730 million visits and counting, and that was before I realised the scale of fandom across YouTube and the millions of views for fan-generated content. I am also excited to look at Coolabi’s extensive stable of IP through a digital lens, working alongside the teams in publishing, television and consumer products to build engagement and fandom across all of the company’s brands.”
The company’s best-known property, Warrior Cats, has sold more than 90 million books in 38 languages and has appeared on the New York Times bestseller list for more than 20 years. The property is popular on social platforms and is now being made as an animated television series in partnership with Tencent Video.
