Coolabi brings in Jo Redfern as senior VP to head digital expansion, makes promotions

UK children’s content firm Coolabi (Warrior Cats) has hired Jo Redfern as senior VP of digital and also made several senior promotions.

Jo Redfern

In her newly created position, working alongside CEO Will Harrison and the Coolabi management team, Redfern will spearhead the company’s digital expansion plans, focusing on building a YouTube and gaming strategy to further exploit the company’s IP.

Rachel Hughes has been promoted to a new role as head of digital editorial and audience growth reporting to Redfern and will lead editorial strategy, content programming and community engagement across digital channels.

Redfern previously managed commercial partnerships at BBC Children’s and Education, notably working with Merlin Entertainments, and she also managed consumer products programmes for IP such as Mr Tumble. She was a founding team member and global head of content at start-up 24 Watts and was MD of Vancouver studio Wind Sun Sky before launching her own consultancy, Futrhood Media.

In addition to Redfern’s appointment, Coolabi has announced a number of promotions to its senior leadership team to reflect the growth of the business and align with its franchise-focused strategy. Chris Snowdon is being upped from director of IP creation to exec VP of books and story, Allison Watkins has moved from director of consumer products and TV distribution to exec VP of consumer products, and director Michael Dee has become senior VP of television.

Will Harrison, Coolabi Group’s CEO, said: “We have huge ambitions in the digital space for our key franchises and we are putting digital at the heart of all our business, meeting fans on the platforms where they live and build communities We couldn’t think of anyone better to lead this push than Jo. Her credentials, track record, knowledge and understanding of this world are second to none. We look forward to her accelerating our growth plans across all digital arenas.”

Redfern said: “I’m excited to be joining Coolabi to lead the digital strategy and content creation for its portfolio of IP, particularly Warrior Cats. I’ve long tracked the brand on Roblox, now at 730 million visits and counting, and that was before I realised the scale of fandom across YouTube and the millions of views for fan-generated content!

“I am also excited to look at Coolabi’s extensive stable of IP through a digital lens, working alongside the teams in publishing, television and consumer products to build engagement and fandom across all of the company’s brands.”