Roku’s head of content David Eilenberg is exiting his role at the tech company to return to his former employer, ITV America.
In his comeback, Eilenberg will take on the newly created role of ITV America’s creative director. Eilenberg will oversee the creative direction of “Love Island USA” producer ITV America, where he previously served as chief creative officer from 2018-2022. He exited in 2022 to take on the head of originals role at Roku and was soon promoted to chief of content.
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Eilenberg will now oversee all creative development across ITV America’s unscripted series, including formats, documentary, competition and more, as well as its brand and digital content initiatives. He will report to ITV America CEO David George and work closely with ITVA president Adam Sher and chief business officer Danielle Bibbo.
ITV America says this “move reflects a larger, revamped creative strategy for the company,” as the U.S. arm of the British media company “combines its individual production labels and teams into one cohesive development group, and pivots from a genre-focused, multi-label approach to a singular vision focused on ‘bigger, better’ ideas to match the evolving marketplace.”
“David comes back with a wealth of knowledge and insight in tech and a deeper understanding of our clients at a data-driven level that will help us unlock a very complex marketplace,” George said. “He’s a big part of ITV America’s secret sauce: he knows what works, he knows what’s next and, most importantly, he knows how to have fun doing it. Alongside Adam’s ability to create and elevate opportunity, and Danielle’s business acumen, we’re getting the band back together. I’m even more excited than when Rage Against the Machine reunited.”
Eilenberg added: “I’m so proud to have been part of Roku’s success story, including doubling the size of the Roku Channel as it became the fastest-growing service in all of streaming. At the same time, I’m overwhelmed with excitement to return home to ITV, its best-in-class teams, and the creative process that’s ultimately where my heart lies. It’s become a new world in a short time, and I can’t wait to help bring the next wave of hit television, digital, and branded content to life.”
Deadline was first to report the news that Eilenberg had left Roku to return to ITV America.
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