Vimeo has announced a new SVOD service, new content strategy and new hires to run it all; one of which is Alana Mayo from Paramount Pictures! Mayo will be joining the Vimeo team as Vice President, Original Development. Vimeo also welcomed Kesila Childers as Director of Content Development from Bunim Murray Digital and Kelly Miller as Director of Content Acquisitions from Hulu. Childers will be reporting to Mayo.

Sam Toles, SVP, GM of Video Entertainment Group, will be transitioning out of the company after three years and Vimeo is seeking a renewed vision for content strategy under the guidance of Mayo. An executive familiar with Vimeo’s progress noted that Vimeo doesn’t “want to be a niche player and doesn’t have the budgets to be Netflix, Hulu and Amazon, so it’s going to try to be the digital version of paid cable — highly curated, ultra high-quality and premium with an interesting programming voice that is very defined, noisy and cuts through the clutter.”

Mayo and her team may face challenges as Vimeo will be a latecomer to the subscription streaming platform. CEO Joey Levin expressed his hope, “Ultimately, our goal is for Vimeo to drive millions of subscriptions and transactions for our creators while also growing a proprietary subscriber base with millions of consumers directly.”

Mayo is an extremely accomplished executive in the film industry, having served as a Studio Executive on Paramount works such as Noah and Interstellar. She is definitely a true boss and we are more than confident that she will serve an integral part to the upswing of Vimeo’s new ventures!

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Tonja Renée Stidhum is a screenwriter/director with cheeks you want to pinch… but don’t (unless she wants you to). She is made of sugar and spice and everything rice… with the uncanny ability to make a Disney/Pixar reference in the same sentence as a double entendre.

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