LA-based digital media company Spy Ninjas has tapped media veteran Jason James as both its first president and COO to bring the popular IP to the next level. 

In his new role, James will oversee Spy Ninja’s daily operations and establish new growth goals for the YouTube media franchise, which includes developing new revenue streams, consumer based relationships and diving into multi-platform content. James, who is based in LA, will report to CEO Vy Qwaint and chief creative officer Chad Wild Clay.

Since its founding in 2015, Spy Ninjas has accrued more than 44 million subscribers and 14 billion views across several branded YouTube channels. The show follows the five-member team of YouTubers as they use detective skills, intricate gadgets and ninja tricks to thwart the evil plans of the hacking group Project Zorgo. 

The brand broke out into consumer products last year, inking three new partnerships with LA-based toyco Playmates Toys for figures and role play kits; New York-based Scholastic for a line of spy guides and graphic novels; and the UK’s Event Merchandising, which built the Spy Ninjas ecommerce apparel store. 

James is bringing production experience to the team, having formerly worked as SVP and GM of kids media platform GoNoodle, where he led the LA-based company’s marketing, product, technology and programming teams. He also held VP positions at DC Comics , where he focused on interactive marketing and franchise strategy; and Walt Disney Television , overseeing the digital operations of linear channel ABC, The Oscars and more than 40 TV shows.