The Beeb’s commercial arm BBC Studios has hired former WarnerMedia EMEA exec Cecilia Persson to serve as its new managing director of children’s.

Starting on January 1, Persson will step into her new role ahead of a planned amalgamation of BBC Children’s Productions and Studios that’s set to take place in April, and she’ll head up the new division as it transitions from the public service broadcaster to the commercial arm. Persson has also been tasked with driving global strategy and working in partnership with all new areas of business to create an effective kids content approach that appeals to global audiences. She will report to BBC Studios Productions CEO Ralph Lee.

Persson previously spent more than 15 years at WarnerMedia, most recently in a VP of programming and content strategy position for the EMEA that saw her lead acquisitions and co-productions internationally. She left in January as the broadcaster was making significant changes to the structure of its kids team.

Additional restructuring is in the works at the BBC right now as well. Director of children’s content Henrietta Hurford-Jones and her team will move from content partnerships to Studios Productions, reporting to Persson. Once this transition is complete, the unit will focus on driving commercial revenue for BBC Studios programming like Bluey and Hey Duggee and also in-house shows such as JoJo & Gran Gran and My Mum Tracy Beaker.