Former CTV and Corus exec Joanna Webb has joined Shaftesbury as SVP content strategy.

Webb in the newly created role will work with senior management to align content strategies across the company’s divisions, including factual, kids, sales and distribution, digital media arm Smokebomb Entertainment and the company’s L.A. office, reporting to Shaftesbury chairman and CEO Christina Jennings.

She will also pursue branded content opps and distribution partnerships with third-party producers.

“With a proven track record driving audience growth across multiple genres and platforms, she will not only help us find our place in the unscripted space, but will also be a great asset to the company as genres continue to evolve and digital and branded become increasingly important parts of the equation,” said Jennings in a statement.

A TV programming exec with more than 20 years of experience, Webb was most recently founder and managing director of Toronto-based creative consulting firm Mojojo Media. Prior to that, she served as SVP programming for Bell Media’s CTV network and specialty services. Before joining CTV, she held several exec posts over 15 years at Corus Entertainment, including VP programming, kids; VP programming, women’s specialty television; and VP, head of programming for Corus’ pay and specialty services.

Webb’s position is effective immediately.