YouTube has appointed former MTV executive Susanne Daniels as vice president of originals.
In her role, Daniels will oversee the originals team led by Alex Carloss. She will manage development pipeline of the YouTube Originals and oversee production.
Daniels will report to YouTube head of content & business operations, Robert Kyncl.
Kyncl said: "Susanne is an executive whose incredible instincts have led her to consistently generate pop culture hits that audiences relate to and root for.
"Susanne’s deep expertise in programming will be invaluable to us and our top creators and help them foster even more ambitious projects for YouTube."
YouTube is facing stiff competition from online video platform Vessel and social networks such as Facebook which are increasing their video offerings.
YouTube Originals has recently launched standalone apps for YouTube Gaming and YouTube Kids. The company is also launching an ad-free subscription service.
It is also branching out into the ecommerce market as its owner Google looks to take on Amazon and eBay.