Underknown Studios, the creator-led digital media company behind What If, How to Survive, Animalogic, and around 100 owned-and-operated programmatic channels, has named CBC exec Paul McGrath as SVP of content & operations.
McGrath will work closely with Underknown co-founder Raphael Faeh, driving innovation across the organisation. He will lead initiatives to improve workflows, strengthen content pipelines, and identify efficiencies across Underknown’s network.
“Paul has the experience and systems thinking that defines our next chapter,” said Underknown CEO Steve Hulford. “As we expand globally to help companies succeed on YouTube, Paul will unlock the next level of scale for clients and Underknown.”
Faeh added: “We’ve admired Paul’s work for a long time. His ability to build strong operational frameworks, drive efficiency, and apply a data-led mindset to growth is exactly what Underknown needs at this stage. As Underknown accelerates its expansion into FAST, YouTube, and AI-driven media, Paul will play a central role in shaping the growth of our studio of the future.”
McGrath will support the company’s services division, which partners with traditional media companies, creators, and studios to help them thrive on YouTube and emerging digital platforms. His expertise across traditional broadcast, digital transformation and strategy, and software development positions him to guide partners through audience growth, content strategy, workflow modernisation, and channel optimisation.
“Underknown represents the future of what media companies can be: agile, smart, creator-led, and relentlessly innovative. I’m thrilled to join a team that is transforming media and audience engagement on a global scale,” said McGrath.
