Bell Media has appointed former Disney+ exec Jerrell Jimerson to the newly-created role of Senior Vice President and Head of Product & Experience, leading the company’s product vision, strategy and design efforts across its portfolio.

Taking up his new role, starting Aug.18, Jimerson will oversee product across Bell Media’s digital, direct-to-consumer entertainment, sports and news products, including Crave, CTV News, TSN, TSN+, Noovo, RDS, and iHeartRadio.

Jimerson has been working in product marketing in the digital space since the late 1980s, holding roles with Apple, Netscape/AOL, Yahoo, and PayPal. He joined iHeartRadio as SVP, Digital in 2012, and later served as Chief Product Officer (CPO) and EVP, Product & Design for Disney+, Hulu, ESPN+, Star and Star+ from 2018-23. Since leaving Disney, he’s been running his own advisory firm, MediaTech Insights.

“Jerrell is an innovative leader with a proven track record of launching and scaling direct-to-consumer streaming products globally,” said Sean Cohan, President, Bell Media, in a company announcement. “He will be a tremendous asset as we continue our transformation to digital media and content powerhouse. I look forward to partnering with him as we expand Crave and accelerate the growth of our digital portfolio.”

“Bell Media has some of the most iconic brands in Canada, and the opportunity to help shape their next chapter is incredibly exciting,” added Jimerson. “I’m looking forward to working with the team to build innovative, consumer-first experiences and accelerate Bell’s transformation into a truly world-class digital media company.”