ITV Studios’ digital-first label Zoo 55 has appointed Diane Glynn as SVP social video, recruiting her from Channel 4 where she served as head of social.
The newly created role puts Glynn in charge of strategy for monetising content across YouTube, Facebook, TikTok, Snapchat and emerging platforms. She joins Zoo 55’s senior leadership team, reporting to managing director Martin Trickey and working closely with COO Graham Haigh.
The appointment underlines the scale of ITV Studios’ ambitions for its library on social platforms. Zoo 55 sits within the company’s Global Partnerships division and has access to more than 100,000 hours of formats and scripted and non-scripted IP. Glynn’s brief is to maximise the performance of existing channels while launching new channels and revenue streams, with YouTube the priority. She will also support the delivery of the ITV network’s YouTube portfolio.
The hire is a significant loss for Channel 4, where Glynn was part of the senior leadership team at 4Studio and played a central role in building the broadcaster’s social division from scratch. During her tenure, Channel 4 doubled its YouTube channel portfolio and delivered substantial growth in platform revenues in under a year. She also led the broadcaster’s long-form digital strategy and oversaw a series of industry firsts, including Channel 4 becoming the first UK public service broadcaster on TikTok and Spotify.
Her CV spans both broadcast and agency worlds. Before Channel 4, she held roles including head of content partnerships at ITV, head of content at Comic Relief and executive producer for the BBC’s The Voice UK Digital. She has also led strategic content work for major clients at Publicis and GroupM.
Trickey said: “We are so excited for Diane to be joining Zoo 55. She did an incredible job in her previous roles and her experience and passion will be invaluable as we continue to grow.”
Glynn added: “I’m delighted to be joining Zoo 55. The opportunity to drive audience growth, brand value and commercial returns from ITV’s world-class IP is incredibly exciting, and I look forward to helping shape the next chapter for the business.”
Trickey has previously described Zoo 55 as “the growth engine of ITV Studios”, with a remit to act as a digital centre of excellence for the company’s production labels. Glynn’s appointment adds senior firepower to that mission at a time when broadcasters and studios across the market are racing to convert catalogue IP into sustainable social video revenue.
