Webtoon Entertainment, the media company that spearheaded the mainstream embrace of webcomics, has tapped Priya Girishanker as the head of marketing for the companys global English-language platform.

The executive will be based in the companys global headquarters in Los Angeles and report to chief strategy officer and head of globalWebtoonYongsoo Kim. She is being tasked with leading marketing strategy and initiatives to accelerate the platforms next phase of growth.

Webtoon is already popular among the Gen Z and Gen Alpha crowd thanks to titles such as Lore Olympus, Heartstopper, and Tower of God, titles that have generated billions of view and engaged fans with the stories creators. The company has made deals with publishers such as DC and IDW to adapt the latters comic for the platform while Netflix, Prime Video, Crunchyroll, among others have made screen translations of Webtoons works. The company says it has over 160 million active users. Considered a seasoned marketing leader with deep expertise in direct-to-consumer strategy and consumer relations marketing,Girishankarbrings over two decades of experience at top-tier media and entertainment brands.Girishankarspent nearly 20 years at The Walt Disney Company, where she established and scaled Disney Rewards, the enterprise-wide program that built brand love and fan engagement across business units. As svp, enterprise CRM and GM consumer financial services,Girishankar spearheaded the drive of significant growth, hundreds ofmillions in annual operating income, and expanding the program to over five million of Disneys most engaged Guests.

Most recently, she served as executive vp, subscription growth, advertising operations and customer service at the Los Angeles Times, where she established subscription growth strategies to drive profitability and revenue.

Were thrilled to welcome Priya toWebtoon, said Kim in a statement. Her ability to build and scale meaningful relationships between brands and consumers is matched by her strategic discipline and passion for storytelling. As we continue to grow our business and connect fans with the stories they love, Priyas leadership will play a critical role in shaping the next chapter ofWebtoons growth.

Girishankar, who holds a BA in Economics from the University of Pennsylvania and an MBA from UCLAs Anderson School of Management, is a member of CHIEF, a national network that supports and inspires women in corporate leadership, and a board member of Girls in Tech LA.