NowThis, the digital-first and social news outlet that targets Gen Z audiences, has hired producer Georgie Guinane as head of studio, L.A.

In the new role, Guinane will lead NowThis’ Los Angeles studio, in charge of the company’s slate of original digital series. She 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 says it bridges “the gap between brands and Gen Z.” She worked at Flighthouse for five years as director of content, overseeing creative vision and strategy for the company’s owned-and-operated channels, as well as branded 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 fit for L.A. is the combination of editorial instinct, relationship-building and operational know-how she’s spent her career developing,” Valentino said in a statement. “She has an impressive track record of format-first programming, and now she’ll be applying that same thinking to building out our studio infrastructure and connecting it to the relationships across studios, talent and creators that make L.A. work.”

Guinane commented, “NowThis has built a standout 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 moment. From 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 the Accelerate Change not-for-profit advocacy network. NowThis says it has 92 million followers across internet platforms and generates hundreds of millions of monthly views.