Kid-safe digital media technology company TotallyAwesome has announced it is launching operations in Australia and New Zealand, and has hired Melissa Roberts (pictured) to lead the expansion.

Roberts brings with her a wealth of experience across the globe, previously running agencies within the Dentsu Aegis Network, and has delved into the kids’ space with clients such as Mattel, Disney, Headstart and Spinmaster.

Founded in the UK as SuperAwesome, Asia-Pacific operations began in 2015 under the TotallyAwesome banner, focusing on region-specific, kid-safe and brand-safe digital advertising and content, reaching over 300 million kids and teens monthly around the world.

In Australiasia, TotallyAwesome has launched kid-safe content creation capabilities through the CreationHub in partnership with some of the best kids’ influencers and production houses in the region.

Roberts plans to focus operations on TotallyAwesome’s core business, AwesomeAds, and programmatic solution REX, as well as driving development of the Kidfluencer network, PopJam social content, and production capabilities.