Twenty-First Century Fox has recruited former Tumblr exec Liba Wenig Rubenstein as senior VP of social impact, overseeing the media conglomerate’s pro-social commitments and programming initiatives.

Rubenstein is based in Los Angeles, managing teams in both L.A. and New York, and she reports to Julie Henderson, executive VP and chief communications officer. Previously Rubenstein was head of social impact and public policy at Yahoo’s Tumblr since 2012. Prior to that, she was executive director of the Global Energy Initiative, the environmental sustainability program at News Corp (before it split into 21st Century Fox and News Corp).

“The drive to make a positive difference in the world, and in the communities we serve, is fundamental to what we create and to who we are as an organization,” Henderson said in announcing her hire. “I am confident Liba will build on all the great things we do.”

Also Monday, the company announced that Vijay Sudan and Shira Oberlander, who launched 21CF’s social-impact program in 2013, have been promoted to VP of social impact, reporting to Rubenstein. Also reporting to Rubenstein is Tony Safford, who as previously announced has been named VP of Fox Gives, a new role in which he oversees the company’s employee engagement program for L.A.

Twenty-First Century Fox’s Social Impact team primarily supports three main cause areas: creativity and the arts; sports and well-being; and knowledge and exploration. The group also has longstanding commitments to sustainability and diversity.