NowThis, the social and digital news outlet aimed at Gen Z audiences, has hired producer Georgie Guinane as studio director in Los Angeles.

In the new role, Guinane will lead the Los Angeles studio NowThis, responsible for the company’s slate of original digital series. He reports directly to editor-in-chief Michael Vito Valentino.

Guinane joins the company from Flighthouse Media, a media publisher, creative agency and content studio that claims to bridge the gap between brands and Generation Z. She worked at Flighthouse for five years as chief content officer, overseeing creative vision and strategy for the company’s owned and operated channels, as well as brand integration content across all platforms. Earlier in her career, Guinane was a senior producer at viral video company Jukin Media and was a producer and writer for Clevver Media.

“What makes Georgie the right person for Los Angeles is the combination of editorial instincts, relationship building and operational knowledge she has developed throughout her career,” Valentino said in a statement. “He has an impressive track record in format-first programming, and will now apply that same thinking to building our studio infrastructure and connecting it to the relationships between studios, talent and creators that make Los Angeles work.”

Guinane commented: “NowThis has created an outstanding slate of content that consistently resonates with Gen Z women, and I couldn’t be more excited to join the team at such a pivotal time. Based in Los Angeles, I look forward to building original formats and franchises that bring together entertainment, talent and internet culture in ways that create new opportunities for growth and keep audiences coming back.”

NowThis, based in New York City, first launched in 2012. It was spun off from Vox Media in 2023 through a deal with nonprofit advocacy network Accelerate Change. NowThis says it has 92 million followers across internet platforms and generates hundreds of millions of monthly views.