Pinterest tapped Nadine Zylstra, most recently the global head of YouTube Originals, to lead global programming and originals on the San Francisco social media platform.
Zylstra reports to Malik Ducard, Pinterest’s chief content officer and formerly YouTube’s vp content partnerships. Zylstra will lead the strategy, development and distribution for Pinterest’s original programming. Her hire comes shortly after Pinterest made an exclusive, multi-year acquisition content deal with Tastemade that will result in 50 new shows and a whole host of personalized programming.
“As we continue to make Pinterest the most inspiring place for content creators, we are so excited to expand and welcome Nadine to the team. This role is critical as we work to foster meaningful engagement with creators, partners and their communities,” Ducard said in a statement on Thursday. “Nadine’s creativity and passion for creators and content, and her significant achievements in digital and television, across formats and genres, have not only inspired me, but more importantly, have inspired countless millions of viewers for years, and I look forward to seeing her .inspiring leadership comes to life on Pinterest.”
Zylstra joins Pinterest after serving as YouTube’s head of Originals, where she landed a role vacated by longtime TV executive Susanne Daniels, who left YouTube in early March following the company’s decision to reduce original programming. Prior to that, Zylstra led YouTube’s children’s programming under the Originals team after more than a decade as an executive at Sesame Workshop, where she most recently took on the role of vp production and programming for Sesame Street.
“I couldn’t be more excited to join Pinterest, a platform I’ve admired and used with passion for many years,” Zylstra said. “Pinterest’s mission to give people the inspiration they need to create a life they love resonates deeply with me. I can’t wait to contribute to this mission and enable even more creators on Pinterest to bring their passions and authentic ideas to the platform.”
It’s not immediately clear if or when YouTube will hire a replacement for the head of the original programming position, but a YouTube spokesperson told The Hollywood Reporter that the Originals team is still making programs under the Black Voices and YouTube Kids & Family funds and fulfilling its obligations for shows that were already contracted before the company decided to reduce its content list. The Originals team will also remain under the purview of Tara Walpert Levy, who oversees YouTube’s business organization in the Americas and the global content industries.