Granatstein previously served as vice president of SlateCustom, Slate’s in-house creative agency, creating branded programs for major advertisers.
Before that, she worked at Tremor Video and founded the content marketing arm of Code Morris, a communications agency. She also worked as an entertainment lawyer.
In her new role as head of WP BrandStudio, Granatstein will be responsible for the newspaper’s native advertising production outfit, whose recent projects include branded content for Raytheon, University of Virginia and the Gates Foundation.
The appointment is part of a flurry of executive-level appointments by publishers as they seek to bolster their in-house branded content capabilities.
As reported earlier this week, Time Inc. recently promoted Mike Beck and Ian Orefice to the positions of senior executive producer for Time Inc. Video, with responsibility for original video programming and branded entertainment across all Time Inc. brands in the U.S.
Also this week, content marketing agency Truffle Pig -- a joint venture between the Daily Mail, Snapchat, and WPP -- announced that Paul Marcum is joining the agency as president.
Last week, Condé Nast Entertainment (CNÉ) named Will Misselbrook head of branded entertainment and put Eden Gorcey in charge of head of branded content, digital sales and strategy. In August Condé Nast’s in-house native content outfit, 23 Stories, named Josh Stinchcomb managing director and Dirk Standen editor in chief.