Hearst Magazines Digital Media has appointed Jason Kleinman vice president of brand solutions. The role is new for the company. Like its competitors, Hearst is continuing to focus on building its branded-content offering in order to offer scale to potential advertisers.

Kleinman, who most recently served as senior vice president of Guardian Labs and brand partnerships at Guardian News & Media, will report to Troy Young, president of Hearst Magazines Digital Media.

At Hearst, the magazines division separates its print and digital businesses on both the editorial and publishing sides. The digital side reports to Young, who joined the company in 2013, from Say Media and BuzzFeed. He has been the chief architect behind Hearst’s digital vision, including its somewhat unorthodox reporting structure.

In his new gig at the New York-based publisher, Kleinman will implement global digital advertising strategy across Hearst Magazines in the U.S. and international markets with the aim of “translating industry solutions into innovative, scalable, effective ad offerings,” according to the company.

The executive brings 20 years of experience to similar roles. Prior to working at the Guardian U.S., Kleinman served as director of product marketing at The New York Times, where he was responsible for the creation of custom advertising products and the development of branded-content solutions. Earlier in his career, Kleinman held a variety of roles in digital brand strategy, business development and production at Columbia University DKV, Siegel + Gale and Thirteen/WNET.

“Jason will provide a critical bridge between the product, sales, audience and edit teams to offer holistic opportunities to marketers,” according to Young. “From display-ad products and branded-content creation to data and research, Jason will play an incredibly important role as we continue to extend our unified platform and suite of ad products to the global Hearst network.”

In 2015, Hearst, which is a privately owned company, saw revenue grow 6 percent to $10.7 billion. Although it did not break out financials by division, the company said the U.S. magazines division pulled a profit for the second year in a row.