Jess Butcher, the co-founder of augmented reality-based visual discovery app Blippar, has joined the board of children’s digital entertainment service Azoomee as its non-executive director.

Butcher began her role at the UK-based company earlier this month while retaining her position at Blippar leading all marketing-based initiatives related to the app’s international expansion. Prior to Blippar, she was head of business development for EMEA at Chinese e-commerce giant Alibaba.

Azoomee will leverage Butcher’s expertise in rapidly scaling a tech business from a startup to a global network, as the ad-free service looks to grow worldwide. Launched as an iOS and Android app in the UK last July, Azoomee offers shows, films, games, audiobooks, an art studio and parent-approved chat functionality.

Shortly after its release, the US$6/month SVOD platform hired former Hopster product lead Mahesh Ramachandra as chief product officer.

So far in 2017, Azoomee has raised more than US$1 million on CrowdCube (77% above the company’s original target) and made a deal with BBC Worldwide for 90 hours of content including hit kids shows Horrible Histories and Charlie and Lola.