Sima Sistani Tumblr

Tumblr, the blogging site owned by Yahoo, has appointed its first director of media: Sima Sistani, a former CAA agent who’s tasked with developing partnerships with media and entertainment companies.

Sistani most recently was Yahoo’s director of mobile growth operations, focused on accelerating user adoption. Before joining Yahoo in November 2011, she co-founded social TV startup Rogue Paper and also worked at upscale cable network Plum TV. From 2003 to 2006, she worked in CAA’s film unit.

In her new role, Sistani is charged to lead Tumblr’s initiative to develop “comprehensive integrations” and strategic partnerships with entertainment and media properties. Based in San Francisco, she reports directly to Lee Brown, Tumblr’s global head of brand partnerships.

“I’m excited to cultivate these new relationships and increase Tumblr’s presence in the broadcast, publishing and entertainment space,” Sistani said in a statement. She called Tumblr “the land of opportunity for creators and the home of fandom culture.”

Yahoo paid about $1.1 billion, mostly in cash, to buy Tumblr last year.

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