Fashion and beauty multichannel network StyleHaul announced on Tuesday that it has hired Mia Goldwyn as its chief content officer.
Goldwyn comes to StyeHaul following a 13-year stint at Paramount Pictures, where she most recently served as VP of business development, digital and insurge. In that role, she helped re-launch Paramount Digital Entertainment, the studio behind the Emmy-nominated digital series Burning Love (produced by Ben Stiller’s Red Hour Films), and led third party distribution and brand sponsorship deals.
At StyleHaul, Goldwyn will oversee the company’s original content programming strategy, including production and expansion into new digital mediums, as well as lead its partnership with FremantleMedia to develop 10 original content programs over the next two years.
Does Goldwyn’s hire mean a new direction for StyleHaul, with less reliance on vloggers and more traditional TV-style programming?
“Vlogging and UGC [user-generated content] will continue to be an integral part of the StyleHaul strategy, but we also plan to expand our original and premium content,” says Goldwyn, who assumed her post at the company’s Los Angeles headquarters on April 1.
“Reality programming is a natural extension of UGC and a great fit for style and beauty. Ideally, we want to develop a slate of long-form programs, plus shorter ancillary content segments that can be shared and promoted across our network of channels and socially. Our latest original series, The Crew, is a great example of that. [It] has already generated three million-plus views since its launch in January, plus [more than] 27 million impressions on social media through talent posts and ancillary content.”
StyleHaul’s YouTube network has more than 4,000 channels across 61 countries with 138 million network subscribers and more than 53 million monthly unique visitors. The company has raised funding from BDMI, RezVen Partners and RTL Group (the parent company of FremantleMedia).
Goldwyn is the latest in a string of executive hires at StyleHaul.
In January 2014, James Stafford, Google’s former head of branded content in Europe, was brought on to run StyleHaul U.K. In November 2013, Seth Klein joined as CFO, following stints at CityGrid Media, a division of IAC, and Urbanspoon. In May 2013, Alison Kennedy, formerly SVP senior vice president of global sales and product strategy for Glam Media, came aboard as the StyleHaul’s chief revenue officer, driving double-digit revenue growth by expanding the company’s global sales strategy.