Former HBO marketing executive Diana Pessin has joined BritBox International as senior vice president of marketing, North America and Group Marketing services, the company said this week. BritBox is a joint streaming venture between ITV and BBC serving more than 3 million customers worldwide.

In this role, Pessin will lead marketing, creative, partnerships and media-buying strategy, reporting to Robert Schildhouse, executive vice president, BritBox North America & General Manager, Group Marketing Services. She will also be part of the business’ senior global leadership team under CEO Reemah Sakaan, and partner with the company’s marketing leads in London and Sydney to build overall brand and creative strategy, media plans and global tentpole launches.

“When I joined BritBox last year, one of my priorities was to continuously expand our reach across the North America market as we continue to drive interest in British programming from broader quality-seeking audiences, said Robert Schildhouse, executive vice president, BritBox North America & General Manager, Group Marketing Services, in a statement. “With Diana’s proven leadership in marketing and previous accomplishments in streaming, having worked across every stage of the marketing funnel to drive customer growth, I have full confidence that she will lead our team and our campaigns to new heights and beyond.”

“I am thrilled to be joining the BritBox family, a globally recognized brand with an authentic identity and high quality programming,” said Pessin. “This is an exciting time to be involved with the largest streaming collection of British content as global interest in British entertainment continues to grow.”

Pessin joins BritBox after a short time as a consultant, sharing her expertise in brand management, e-commerce, digital media, subscription, and performance marketing. Prior to this, she was at HBO, HBO Max and Warner Media for nearly 20 years, where she held a variety of roles in the direct-to-consumer space, including building out e-commerce capabilities for HBO’s consumer products business, and launching and leading the acquisition and life-cycle marketing for HBO Now.

Most recently, Pessin served as SVP, media strategy audience and marketing analytics, where she developed and executed the media strategy across Warner Media Entertainment’s lines of business working across media campaigns for the HBO Max brand, as well as for such original programs as Game of Thrones, Big Little Lies and Succession.

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