YouTube Lands Susanne Daniels

(However, Kelly Merryman, formerly of Netflix, is now YouTube’s vice president of content partnerships.) “If a job switch could encapsulate a sign o’ times, it’s the head programmer at a TV net that was once the destination for teens going online”, Variety co-editor-in-chief Andrew Wallenstein tweeted. The Los Angeles Times reports that Susanne Daniels is leaving the network to take on a key position with YouTube.

According to a release announcing the hire, Daniels duties will include managing the YouTube Originals development pipeline, overseeing production and working “cross-functionally” to bring new series to fans. Daniels has joined up as the vice president for YouTube originals.

YouTube placed a big bet on original programming last year when it began holding conversations with its homegrown creators about financing some of their more ambitious projects.

“Susanne is an executive whose incredible instincts have led her to consistently generate pop culture hits that audiences relate to and root for”, Kyncl said in a statement. Both companies have been attempting to woo away digital celebrities from YouTube. She will report to YouTube’s head of content and business operations, Robert Kyncl.

Prior to joining MTV, Daniels led the programming divisions at Lifetime Television and The WB Network (now The CW).

Also among the first digital-native celebrities that will be part of the YouTube originals initiative is Joey Graceffa, who was named among the top 12 digital stars working today as part of Variety’s#Famechangers ranking.