Hands-free camera company GoPro is a major player on YouTube and other social media platforms, and with its latest hire, it is looking to take those digital efforts even further. It has hired Zander Lurie, formerly of Guggenheim Digital Media, as its SVP of Media.

At GoPro, Lurie “will be in charge of creation, curation and distribution of the content created by GoPro users,” according to Variety. He will be at the forefront of  the “next chapter of [GoPro’s] content story,” according to a statement from company president Tony Bates.

That “content story” is already a major success. On YouTube, GoPro’s channel is hugely successful; it has 2.4 million subscribers, 608 million views, and 115 videos with a least a million views. The latest GoPro video to crack seven digits features a lioness with a camera strapped on her back:

As GoPro’s online presence has grown, so have the number of user-generated videos related to its brand. Homemade videos featuring GoPro cameras have racked up millions of views, and Corridor Digital even imagined what it would be like to strap a camera onto Superman’s forehead. These videos are included in the “content created by GoPro users” Bates speaks of.

Lurie comes to GoPro from Guggenheim, which controls brands like Adweek, Billboard, and The Hollywood Reporter. “I’ve been a GoPro user and a fan of their content for a long time,” said Lurie in a statement. “I’m thrilled to be joining GoPro, and looking forward to helping drive highly engaging content to a global audience.”

More information about GoPro’s digital media efforts can be found on the company’s website.

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