Veteran Hollywood marketing executive Amy Mastriona has joined Miramax as executive vice president of film production, Variety has learned exclusively.

Mastriona comes to Miramax with a lengthy background in creative advertising and marketing from her tenure at Paramount Pictures, where she was an exec VP. Mastriona will be joining Miramax following its new focus toward growing its footprint with creative storytellers across a substantial production platform.

“Amy’s distinct skill set in creative advertising makes her a perfect selection to lead our decision making and development process,” CEO Bill Block said. “She understands the ever-changing audience base and will be instrumental in bringing Miramax’s production to a wide variety of global audiences. I couldn’t be happier to have Amy join the Miramax team and contribute in our mission to create high quality content.”

Mastriona joined Paramount in 2009 and has overseen the creative campaigns for more than 40 films, including the “Paranormal Activity,” “Transformers,” “Mission: Impossible,” and “Star Trek” franchises, along with “Selma,” “Arrival,” and “Daddy’s Home.”

Before joining Paramount, she worked for Screen Gems for nine years and on all marketing campaigns for the Screen Gems and TriStar slate, including the “Underworld” and “Resident Evil” franchises. Mastriona began her career in film marketing at Fox Searchlight Pictures in 1998.

Miramax was sold by its private equity owners last year to beIN Media Group, which owns 100% of the company. The company is a subsidiary of Qatar’s Al Jazeera.

Miramax, which is based in Santa Monica, Calif., has a library consisting of nearly 800 titles from the late 1980s to the present. Its recently announced productions include the Johnny Depp police drama “Labyrinth.”

Miramax was founded in 1979 by Bob and Harvey Weinstein, and was sold to the Walt Disney Company in 1993 — by which time, it had transformed the independent film scene by producing such titles as “Sex, Lies, and Videotape” and “The Crying Game.” During its 17 years as a Disney label, Miramax’s titles included “Pulp Fiction,” “Shakespeare in Love,” and “Good Will Hunting.”

Miramax’s assets were acquired from Disney in 2010 by Filmyard Holdings, consisting of Colony Capital, Tutor-Saliba Corporation, and Qatar Investment Authority. CEO Stephen Schoch stepped down in December and was replaced by film finance veteran Block in April.

“It is an amazing opportunity to oversee film production and development for Miramax; a role that I am eager to make a difference in by collaborating with the filmmaking community to create unique content for our avid audience and vast library. I am thrilled to be working with Bill, the Miramax team, and beIN Media Group,” Mastriona said.