Disney executive Marina Di Pancrazio has joined Just For Laughs Group’s senior management team in the newly created post of chief content revenue officer.

Based in Toronto, Di Pancrazio – who officially joined the company at the end of January – reports to president and CEO Charles Décarie.

With over 20 years of content strategy experience, Di Pancrazio’s primary task is to build Just For Laughs Group into the largest comedy studio in the world through strategic partnerships with various producers, streamers and broadcasters. In particular, her focus is on producing and selling 100 hours of new unscripted and scripted TV content a year, with an eye on expanding Just For Laughs Group’s library and content business. She is also responsible for overseeing the Group’s L.A.-based development office led by head of TV development Spencer Griffin.

“Marina is a widely respected media executive with an uncanny ability to spot opportunities and build successful strategic partnerships. Our growth is dependent on us being agile and doing business differently than what has been the norm. Her inventiveness and experience at monetizing content in traditional and non-traditional ways makes her the perfect candidate to meet our aggressive content expansion goals,” said Décarie in a statement.

Most recently, Di Pancrazio held the role of director of sales service for Disney properties, Pixar, Marvel, Lucasfilm, the Academy Awards, ABC and Freeform. Her previous positions also include serving as the Disney Channels Worldwide executive for Canada in her role as executive director, Disney branded kids’ programming and working for Astral Media as manager, production executive for feature film pre-buys for The Movie Network and Mpix.

In a statement, Di Pancrazio said what sold her on taking on the position was the brand’s audience affinity as well as JFL Comedy Festival’s reputation and ability to discover new talent. “Not only is the Just for Laughs TV content sold worldwide and in 237 countries, but the brand’s online audience continues to grow. Our YouTube channel has nearly 10 million subscribers and averages 3 billion views a year, totaling 16.5 billion global lifetime views. Crazy enviable numbers that highlight the brand’s appeal and the opportunities that leveraging these numbers can bring,” she added.