Entertainment exec Rod Henwood, who was at the helm of J.K. Rowling’s Pottermore digital venture, has assumed the role of CEO for UK online social world BinWeevils.

Henwood, an existing board director of BinWeevils and investor in the company since 2009, is taking over as CEO from fellow investor Richard Watney, who will continue to be involved in the business alongside a range of other entrepreneurial interests.

Henwood’s kids content experience includes three years as MD for Fox Kids UK. He has also held the title of new business director at Channel 4, where he launched the 4oD service.

BinWeevils.com currently attracts two million active monthly users. Henwood will be charged with capitalizing on these numbers and leading the property onto new platforms like smartphones and tablets as well as to new global markets.