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Matt Greenberg has been named senior vice president of marketing and growth at Reelz where he will lead subscriber acquisition, lifecycle marketing and brand positioning at its new subscription streaming service, Reelz+. 

“I couldn’t be more excited to join Reelz+ at this transformational stage,” said Greenberg in a statement. “Reelz+ has a passionate audience and unique programming and I look forward to unlocking its next wave of growth.”

Greenberg brings experience in the direct-to-consumer (D2C) space to Reelz. He most recently served as senior director of brand and performance at Monks (formerly Decoded Advertising). He has more than a decade of experience in the space, having led acquisition and brand campaigns for such top global brands as Visa, Nike, HP, Dollar Shave Club and more. His work has ranged from overseeing integrated brand partnership campaigns for the NFL, FIFA World Cup and Olympics, to driving performance strategy and subscriber growth for some of the world’s most recognizable D2C brands.

“Matt is joining Reelz+ at a critical moment in our growth story,” said Roger Eman, Reelz’ chief operating officer, also in a statement. “His background in performance-driven marketing is exactly what Reelz+ needs as we expand and scale our app-based streaming service.”

Reelz+ is Reelz’ first D2C streaming app and subscription service. It’s available to subscribers in the U.S. for $4.99 per month or an introductory offer of $49.99 per year. The service is available on Prime Video, Fire TV, Roku, Roku Channel and is coming soon to other platforms. For viewers who already get Reelz as part of a cable or satellite subscription, Reelz+ is available at no extra charge. 

Reelz offers such crime and celebrity-focused programming as On Patrol: Live, On Patrol: First Shift, Autopsy: The Last Hours of…, Gangsters: America’s Most Evil, Breaking the Band, Hollywood Hillbillies, Murder Made Me Famous, COPS, COPS Reloaded and Jail.