WildBrain, DHX Media’s year-old online kids network that connects advertisers with AVOD platforms, has hired Will Mahmood as head of strategy.

In this newly created role based in London, Mahmood will help WildBrain’s content partners wade through digital viewing data to create business strategies.

Mahmood previously created the insight team at All3Media-owned Little Dot Studios, where he developed digital campaigns for major properties like Peppa Pig and Octonauts. Prior to that, he worked at TV startup Beamly, backed by NBC Comcast, Viacom and Sky.

Launched by DHX last April, WildBrain currently manages Turner Kids’ YouTube channels as well as those operated by Australian toyco Moose Toys, among others. While DHX’s revenue dipped 3% in Q2 2017, WildBrain’s sales  rose 78% from Q2 2016 to US$7.2 million. WildBrain’s branded YouTube network features more than 20,000 videos across more than 350 kids entertainment channels, and has been generating roughly 30 billion minutes of watch time annually.