Athena Witter Powers Up Engine Pop™
Creative leader. Platform thinker. Revenue driver.
Athena Witter is the Founder of Engine Pop™, a strategy studio focused on turning content into commercially durable intellectual property across platforms, partnerships and global audiences.
With more than two decades of experience spanning broadcast, streaming, digital ecosystems and branded entertainment, Athena has built her career at the intersection of creativity, commerce and platform transformation.
Her work centres on helping media companies, investors, creators and brands structure ideas for long-term growth, aligning audience strategy, monetisation design and partnership architecture to build scalable IP businesses.
“The future of entertainment belongs to those who don’t just create content but who understand how to build valuable IP around it.”
Athena, Founder, Engine Pop
Founders Story
Athena’s leadership experience spans senior roles across some of the world’s most recognised media organisations and entertainment portfolios.
Her background includes digital strategy, franchise expansion, branded entertainment and platform monetisation across international markets.
She has held executive positions including:
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Vice President, Digital Programming at BBC Studios
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Digital Director at Fremantle
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Head of Entertainment Digital at ITV
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Senior digital and content roles across Channel 4, Box Plus and Viacom/MTV
Across these roles, she has led global platform growth, overseen multi-channel digital portfolios and developed monetisation frameworks spanning advertising, partnerships and direct-to-consumer ecosystems.
Industry impact
Alongside her operating roles, Athena is an active industry voice on the future of entertainment, platform economics and IP monetisation.
She has moderated and spoken at international festivals, markets and leadership forums, guiding conversations at the intersection of creativity, culture and commercial strategy.
Her work as a speaker and moderator focuses on how the entertainment sector evolves across creator ownership, brand participation and platform transformation.
Platform & commercial
Athena’s work has consistently focused on how IP scales commercially in a platform-driven landscape.
Her experience includes:
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YouTube and social video ecosystem growth
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Franchise expansion across digital and streaming platforms
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Audience development and community strategy
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Branded entertainment and partnership integration
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Revenue modelling across AVOD, FAST and platform distribution
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Rights and ownership structuring within digital environments
She has worked across entertainment, factual and lifestyle portfolios, supporting globally recognised franchises as they evolve across new audience and revenue models.
Founder perspective
Engine Pop was founded to apply Athena’s institutional experience to a broader industry landscape - supporting partners building the next generation of scalable IP.
Her approach combines strategic clarity with commercial design, ensuring creative ideas are structured for durability, not just launch.
This includes working upstream of production to shape:
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IP positioning
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Platform ecosystems
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Revenue pathways
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Partnership architecture
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Long-term franchise value
Take a look at the Founders track record over as Onstage & Founder Track Record
We’re always interested in exploring new ideas, partnerships and opportunities. If you’re building, investing or shaping the future of IP, we’d love to connect. Email: hello@enginepop.co