In a sign of big moves to come for Roku, veteran TV executive Charlie Collier is exiting his post as CEO of Fox Entertainment to join the digital distribution platform as president of Roku Media.

Collier will oversee advertising sales and content for Roku’s owned-and-operated channels featured on the streaming platform that hosts the fast-growing number of free ad-supported streaming TV (FAST) channels as well as serving as a key funnel for Netflix, HBO Max, Disney+, Paramount+ and other subscription streamers.

Collier is set to shift to his new post at Roku in late October and will be based in New York.

Collier’s appointment coincides with other senior-level changes at Roku. Two top executives, Mustafa Ozgen and Gidon Katz, have been upped to presidents as Roku founder and CEO Anthony Wood vows to create a “next-generation media company.”

Ozgen advances to Roku’s president of devices while Katz becomes president of consumer experience; both executives had been senior VPs. Collier, Ozgen and Katz all report to Wood.

“There is a tremendous opportunity to further accelerate and evolve Roku’s business as the streaming platform built for advertising, and Charlie is the ideal person to help us capitalize on the moment,” Wood said. “He is a proven leader who brings vast experience, a history of evolving businesses, strong creative instincts, talent relationships and a track record of driving revenue and growth. He will play an integral role in helping us achieve even greater success as a next-generation media company.”

Wood also pointed to Roku’s focus on growth outside the U.S. as a reason for the new alignment of operations.

“As Roku grows internationally, these positions will help bring more focus to key areas of our business as the global shift to streaming continues,” Wood said. “Charlie, Mustafa and Gidon bring extensive industry knowledge and leadership experience to Roku. I look forward to working with them and their teams as we continue to innovate and build our position … and our overall global footprint.”

The move comes as Roku is under pressure from Wall Street to address its badly slumping stock price. The digital distribution platform has grown dramatically over the past decade, reaching an active user base of about 63.1 million as of its Q2 earnings report.

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