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Sima Sistani has been named director of media at Tumblr reports The Hollywood Reporter. She had been the director of mobile growth at Yahoo since August of last year, according to her LinkedIn profile. The position is a new one within the micro-blogging service, and Sistani will report to Lee Brown, who heads up brand partnerships at the site. She’ll focus on courting the entertainment industry through partnerships and help celebs with their Tumblr presence.

“[Media companies are] really interested in figuring out how to engage their fans on Tumblr,” Sistani told THR. “There’s a big range of opportunity.”

The move comes as part of an increasing trend of social networks appealing to the entertainment industry. It makes sense for film studios and TV networks to pay attention to the site, as fandom thrives on Tumblr.

Featured image via LinkedIn