Natasha Mulla will be chief marketing officer for the company overseeing MoviePass’ brand identity across all platforms. She will develop long-term marketing strategies to grow MoviePass’ subscriber base in key markets.

Mulla had been senior vice president of marketing of Mashable, the technology, digital culture and entertainment content site. She oversaw the development of the company’s brand and image, as well as assisting in public relations and global events.

Before Mashable, Mulla was director of events for Haymarket Media, a publishing company, which produces online and in-person award shows and conferences across various brands and industries.

MoviePass witnessed recent rapid subscriber growth after substantially dropping its monthly price in August 2017 — from $50.00 per month to $9.95 per month.

MoviePass announced it had 1.5 million subscribers in December 2017, and is accepted at more than 91% of theaters across the U.S. 

Helios and Matheson Analytics, an information technology services providers, owns a majority interest in MoviePass.