Luke Bradley-Jones is joining Disney’s direct-to-consumer and international segment as senior vice president of direct to consumer, and GM of Disney+ in Europe and Africa. Based in London, he will start early 2020.

Bradley-Jones will report to both Jan Koeppen,, president of TV and DTC in Europe and Africa, and Michael Paull, president of Disney streaming services. He will also work closely with Ricky Strauss, the president of content and marketing for Disney+.

He comes to the role with a wide array of broadcast and direct-to consumer experience. Previously, Bradley-Jones was the CMO at Sky UK, responsible for brand strategy, product and content marketing, and customer engagement across all Sky TV, broadband and mobile products. He spent seven years at the Brit broadcaster and oversaw the transformation of its on demand services.

Before joining Sky, he spent five years at BBC’s commercial arm, BBC Worldwide, as head of strategy and MD of BBC.com and global iPlayer.

Disney’s upcoming SVOD is launching on November 12 in the US, but further international roll-outs, particularly in the regions Bradley-Jones is in charge of, have not been announced yet.