Former director of content strategy for Disney Channels LatAm German Groba is joining Viacom International Media Networks as SVP of its youth & music and kids & family brands in Southern and Western Europe, the Middle East and Africa (SWEMEA).

Groba will manage each brands’ portfolios (including Nickelodeon and MTV) across the region, which includes Spain, Portugal, Italy, France, Benelux, GSA, Greece, Malta, Turkey and MENA. He will lead programming strategy for linear and multiplatform formats, content acquisitions, talent and artist management, localization, operations and marketing. Based in Madrid, Groba will report to Raffaele Annecchino, president and MD of VIMN SWEMEA. He takes over the position from Peter Flamman, who left in October to become the VP of content UK and EMEA for Peloton Interactive, an exercise equipment and media company.

Before taking on this new role, Groba served as the director of content strategy for Disney Channels LatAm since 2012, where he was responsible for developing programs to grow audience engagement across the region and led all programming activities and strategies with the development and production teams. Prior to that, he worked at MTV Networks for 11 years, first as director of programming networks and then as director of programming for VH1 Latin America.

Groba’s appointment follows a number of recent promotions, with Viacom International Studios upping Jill Offman and Laura Abril to head two new production centers in Manchester and Madrid, respectively. The new hubs come as VIS expands its third-party production capabilities with a focus on global linear and digital platforms.