Chloë Pettit-Musson

• Led new market launches in the Nordics and South Africa across D2C and B2B platforms, owning content strategy, editorial planning and programming from pre-launch through to BAU and delivering the best British TV for global audiences.
• Delivered +7k net subscriber growth for BritBox Nordics in 2024-25 while reducing churn by 1.8% YoY, through data-led forward planning, scheduling and content curation across O&O and syndication channels (Amazon and Apple).
• Shape the editorial proposition by identifying content gaps and opportunities, optimising genre mix and rightsizing, and use viewing data and specialist editorial knowledge to make strategic acquisitions selections to drive subscribers, conversions and retention.
• Assist with managing the annual Nordics budget and content spend, monetising the long-tail value of content through strategic data-driven planning and content cadence to drive revenue and profitability.
• Build strong relationships with BBC Sales and third-party distributors, selecting value-added TV and film brands from avail lists and monitoring deal negotiations with Acquisitions.
• Foster key B2B distribution partnerships across multiple regions (e.g. TV4, TV2, Telia, Ruutu, DSTV); presenting content strategies, sharing insights, disseminating schedule releases and ensuring partner needs and contractual obligations are met, scaling reach to a further 1.5-2m customers.
• Own the content merchandising strategy and UI experience for 52k D2C subscribers, curating engaging homepages, rails and collections across multiple devices, apps and TV platforms to showcase the breadth and depth of catalogue, maximise content discovery, drive WoW viewership and reduce churn.
• Drive UX discoverability using AI-powered content recommendations, personalisation and algorithms; use enhanced metadata/ genres/ keywords, audience segmentation, A/B testing and Test & Learn strategies to enhance curation strategies and drive engagement and retention.
• Manage and develop junior team members, including recruitment, training and performance management, improving team output and standards.
• Collaborate with key stakeholders (Amazon and Apple), leading on new channel launches and on-platform merchandising, and pitching content highlights to secure valuable storefront placements.
• Work with global teams (US, Australia, South Africa), collaborating across multiple time zones to align editorial strategy, insights and best practices and successfully land Originals, exclusive tentpoles and premieres.
• Work closely with Product teams to optimise, test and implement new PDD features, including UX/ UI re-designs and improvements to customer sign-up and cancellation journeys to drive conversions and reduce churn.
• Partner with Marketing, PR and CRM teams to optimise the impact of regional ATL campaigns, digital, paid social and search, lifecycle emails, push notifications, pre-rolls and pricing promotions, while signing off PR highlights.
• Collaborate with Creative and Design teams to commission engaging brand assets for use across editorial and product pages, including localised artwork, on-site campaign imagery, trailers and marketing assets.
• Manage the end-to-end Content Ops workflow, ensuring timely delivery of assets, accurate publication across platforms and managing local subtitling partners.
• Explore and implement cross-promotional opportunities with BBC Studios EMEA, Nordic/+, Amazon and FAST teams (e.g. content sharing, BBC Nordic Branded Block), sharing VOD expertise to drive efficiencies and help achieve team goals.
• Manage key contractual programme data in global content databases on rights, licensing, pricing, exclusivity and amortisation, helping to drive global operational efficiencies by embedding these tools across multi-territory workflows.
• Coordinated high-profile live international streaming events (e.g. the BAFTAs, royal events), leading for Editorial to drive global acquisitions.

• Advised on movie acquisitions deals across a range of genres, including for Cannes, AFM, Sundance and EFM Berlin film festivals.
• Viewed screeners, read scripts and made content purchase recommendations based on audience insights, brand objectives, commercial value, potential platform placement, creative artwork and editorial opportunities.

Led team of 10 planners, implementing Sky Cinema's VOD and linear editorial strategy across multiple platforms, devices, apps and 11 movie channels. Used specialist film knowledge and analytical data to drive content merchandising decisions, exceed business viewing targets and deliver premium movie experience of 1500 titles for 5 million customers. Christmas 2019 saw my team achieve +15% YoY consumption, our best Christmas performance since 2015.

• Curated Sky Cinema's high-profile VOD areas including themed pop-up channels, genres, stunts and campaigns, ensuring imagery and metadata were of highest standards.
• Maintained roadmap of engaging and culturally relevant film events and themed stunts, targeting key audience segments and headroom groups.
• Line-managed five planners; restoring team morale, inspiring collaboration, recruiting, motivating and challenging their editorial decisions, conducting 121s and PDPs, and providing supportive guidance and training.
• Collaborated with Acquisitions on multi-million-pound studio and indie distributor deals, selecting best content for audiences and KPI targets while managing budgets.
• Project-managed A/B test plan and analysed results data with PDD team to drive business improvements to product UI/ UX and merchandising strategies, including algorithms, personalisation and user recommendations.
• Collaborated with cross-functional teams and pan-European territories, and forged productive partner relationships.
• Worked with Marketing to commission creative promos, push content priorities and achieve consistency of messaging.
• Negotiated, commissioned and acquired extra value-added exclusive content and extended licence dates from film studios and indies including Universal, Warner, Disney, Fox, Paramount and Sony, strengthening VOD offering vs. competitors.
• Presented strategic roadmaps to exec-level stakeholders, securing approval and resources to achieve KPIs.