ITV Studios America has tapped industry vet Bruce Gersh for the newly created position of EVP & Head of Digital, Strategy and Branded Entertainment. Gersh will focus on maximizing opportunities for brand expansions and revenue streams for ITV’s content, reporting to Orly Adelson, President, ITV Studios America, and be based in the company’s Los Angeles headquarters.

“With the addition of Bruce, we are primed to take advantage of one of the most transformative periods in the television business, with limitless opportunities for brand growth across all platforms,” said Adelson “Bruce is a proven innovator with a pulse on emerging trends.”

Gersh previously served as Managing Director, Global Head of Media and Entertainment at Allison+Partners; Co-Founder, President and CEO of FishBowl Worldwide Media; and SVP, Strategy and Operations, Intellectual Property at the William Morris Agency. Before WMA, Gersh spent eight years at Disney-ABC, most recently as SVP, Business Development, Disney-ABC Television Group.