Verizon is serious about its shift toward original content. So serious, in fact, it’s bringing in an expert to help it gain a better foothold in the media business.

According to a report from Recode, Verizon has hired former YouTube executive Ivana Kirkbride to serve as go90’s Chief Content Officer. In her new position with Verizon, Kirkbride will work to boost the development of original series and channels for go90.

The role will be a familiar one for Kirkbride.

During her time at YouTube from 2011 to 2015, Kirkbride worked to grow original content, collaborating on YouTube Originals and serving as Global Head of Entertainment and Content Strategy, Head of YouTube’s Content Accelerator and Head of YouTube’s unscripted content. Kirkbride most recently worked as Vice President and Head of Content at Vessel.

The move comes on the heels of the carrier’s recent acquisitions of Complex Media and AwesomenessTV and partnership with Hearst for the video platform as it seeks to give go90 a boost.

In her early years at the Internet video giant back in 2012, Kirkbride contributed to the launch and management of AwesomenessTV’s YouTube channel.

Verizon is pushing go90 as it tries to carve out a niche for itself in video as an engine for future growth. Verizon CEO Lowell McAdam said in September the carrier is “shifting the framework of this business more onto digital media than on our traditional services,” and is hoping to increase its digital media presence enough to produce growth by 2017.

Though Verizon has not yet released subscriber figures for go90, Verizon CFO Fran Shammo said previously the platform’s numbers have “surpassed what we thought we would have at this time.”