Following the exit of Soumya Sriraman, BBC and ITV’s streaming service BritBox has elevated SVP and commercial head Emily Powers to EVP and head of North America.

Powers was a member of the original team who developed and launched BritBox. She was was responsible for writing the initial business plan, negotiating and executing the joint-venture relationship between BBC and ITV, and directing the service launch in the U.S. and Canada. Powers has also been guiding the streamer’s imminent launch in Australia.

“I look forward to guiding the growth of BritBox in North America,” said Powers. “Over the past five years, I have had the privilege of being part of the senior team that has transformed BritBox from an initial concept to a hit service with more than 1.5 million subscribers, which in turn has laid the foundation for global expansion. In this new role, I will look for innovative ways to continue fostering the service’s success.”

Powers joined BBC Worldwide in 2012 as director of strategy and was later promoted to VP of strategy and business development. She was previously director of business development at NBCUniversal’s digital distribution group.

“Emily is one of the core team that developed and launched BritBox in North America and has played a large part in BritBox’s ongoing success over the last four years,” said Martin Goswami, group strategic partnership and distribution director at ITV. “Her strategic vision and extensive experience in video-on-demand make her a natural choice for the role and I look forward to continuing to work closely with her as she leads BritBox into an exciting new era.”

Added Rebecca Glashow, president of BBC Studios, Americas, “Emily is an essential part of the BritBox team who has been instrumental to BritBox’s early development, followed by rapid growth and significant successes since launch. This promotion is well-deserved, and I anticipate BritBox will continue to soar under Emily’s leadership.”