City will work to redefine Tumblr’s advertising partnerships with the entertainment and technology sectors, including film studios, streaming platforms and television networks.

As part of his efforts, he will work with Tumblr’s product team on the creation of new ad products to enable the development of bespoke campaigns.

City had a similar role as vp of brand partnerships, entertainment and tech at Vice Media, and he has also worked in senior positions with Group Nine Media, Dose, BuzzFeed, HuffPost and Yahoo.

He is also an Emmy Award winning producer and co-founder of Steel Titan Productions, and he serves on the advisory board for the Penn State University Hollywood Program.

In June, former Vice Media senior vp of client partnerships for North America Cavel Khan joined Tumblr as chief revenue officer.