In a move signaling renewed ambition on a continent where it has long been a cultural force, the Walt Disney Company announced on Wednesday the appointment of Rochelle Knock as vice president of Disney+ & Networks, as well as country head for Sub-Saharan Africa.
Ms. Knock, a seasoned executive with deep roots in African telecommunications and fintech, will assume the role in December, steering Disney’s streaming and broadcast operations across a region of more than 1.1 billion people.
The appointment comes at a pivotal moment for Disney, which has spent over six decades weaving its magic into the fabric of African entertainment, from dubbed cartoons broadcast on local airwaves to the recent rollout of its Disney+ streaming service.
Yet as digital platforms reshape global media consumption, the company faces intensifying competition from homegrown players like Nigeria’s IrokoTV and international giants such as Netflix, which have aggressively courted Africa’s burgeoning middle class and youthful demographics.
Track Record
Ms. Knock, 42, brings a track record of fostering customer loyalty in high-stakes tech environments, most recently as head of customer value management at Yoco Technologies, a South African fintech firm that has revolutionized small-business payments.
There, she orchestrated strategies to boost retention and product adoption amid the digital economy’s rapid evolution. Her prior roles at MultiChoice Group, Africa’s largest pay-TV operator, honed her expertise in content distribution and audience engagement; she served as executive head of product and base management, and later customer value management, leading teams that spanned marketing, data analytics, and operations.
As country head, Ms. Knock will represent Disney’s interests across 40 Sub-Saharan nations, crafting a growth strategy that balances local nuances with the company’s global imperatives.
Her portfolio will encompass the direct-to-consumer arm, including Disney+, which launched in South Africa in 2020 but remains absent in many neighboring markets due to regulatory and infrastructural hurdles.
She will also oversee Disney’s family and factual linear networks, collaborate with distribution partners, and ensure alignment with broader Europe, Middle East, and Africa (EMEA) objectives — all while amplifying beloved franchises like Marvel, Pixar, and “The Lion King,” which resonate profoundly in a region where oral storytelling traditions echo Disney’s narrative prowess.
Disney in Africa
Commenting on the appointment, Simon Amselem, Senior Vice President Direct-to-Consumer & Networks and Country Manager Iberia and Sub-Saharan Africa, said: “Rochelle’s appointment to lead the Disney business and team in Sub-Saharan Africa is an important milestone in our 60+ years on the continent.
Her deep understanding of the industry landscape coupled with her expertise in customer value and product management complements our ambitious plans to drive growth and reach new audiences with our storytelling.”
Disney’s foothold in Africa dates to the mid-20th century, when its films began appearing in local cinemas and on television. Today, through its Africa subsidiary, the company employs about 60 people in offices in Johannesburg and Cape Town.
It reaches millions via linear channels and digital platforms, entertaining families with everything from animated adventures to educational programming.
Yet challenges abound: Internet penetration hovers around 40 percent in Sub-Saharan Africa, per World Bank data, and economic disparities limit subscription affordability.
Disney’s strategy under Ms. Knock will likely emphasize partnerships with telecoms for bundled offerings and localized content, such as Afrikaans-dubbed episodes or pan-African originals.
