NowThis Taps Grandchamp to Architect its Next Era of Media Revenue

NEW YORK, NY – January 12, 2026 – In a move signaling an aggressive push into new frontiers of digital monetization, Gen Z-focused media powerhouse NowThis has promoted Matt Grandchamp to the role of SVP, Head of Revenue. The promotion comes on the heels of a landmark year for the company, which saw explosive growth in brand partnerships and a strategic pivot toward more innovative, creator-centric revenue streams.

Grandchamp, who will now oversee all revenue strategy and commercial operations, is credited with steering NowThis through a transformative 2025. Under his leadership, the company reported a staggering 9x growth in net-new brand partnerships and a 5x increase in advertising revenue within its burgeoning Lifestyle vertical. This promotion elevates him to architect the company's next generation of monetization models across its distributed media network, lifestyle franchises, and increasingly important IRL (in-real-life) experiences.

"Matt is a visionary operator who understands where culture, content, and commerce are going - and how NowThis can lead," said Sharon Mussalli, CEO of NowThis, in a statement. "His leadership has not only driven tremendous growth this year, but also positioned our company to pioneer the next generation of media monetization."

Beyond the Feed: A New Monetization Blueprint

The promotion is less a reward for past performance and more a mandate to accelerate a strategy that is already proving successful. NowThis is actively moving beyond the traditional digital advertising models that have sustained media for the last decade. The company’s recent success is built on a diversified approach that deeply integrates brands into the content Gen Z consumes, rather than interrupting it.

This strategy involves a sophisticated mix of in-show integrations, custom content, and experiential activations. The doubling of the company's Brand Partnerships team—now spanning integrated marketing, sales, and creator booking—underscores a fundamental shift in how NowThis views commerce. The focus is no longer on selling ad space but on building holistic, long-term collaborations. This aligns with a broader industry trend where nearly two-thirds of brands are reallocating funds from traditional advertising toward more authentic, creator-focused strategies.

Grandchamp's vision involves collapsing the silos between creators, content, and experiential events. For a generation that values experiences over possessions, this move is critical. IRL activations, from pop-up events to community gatherings, create the kind of immersive, shareable moments that build lasting brand loyalty. By making these experiences a core part of its revenue strategy, NowThis is tapping into a powerful current in youth culture and offering brands a way to forge genuine emotional connections with their target audience.

Cracking the Code on Gen Z Engagement

At the heart of NowThis's commercial evolution is its deep, data-backed understanding of its core audience. Reaching nearly 70% of Americans in their 20s, the company has established itself as an authoritative voice in the youth media landscape. It is the #1 news publisher on TikTok, a platform where Gen Z spends an average of 2.5 hours daily, and a leading news and politics publisher across Instagram and Facebook for the 18-49 demographic.

This reach is not built on clickbait but on a commitment to authenticity and relevance. Gen Z is notoriously skeptical of traditional advertising, with nearly half making purchasing decisions based on influencer recommendations. They trust relatable creators more than polished corporate messaging. NowThis has built its model around this reality, leveraging a network of creators to tell stories that resonate. The company's focus on creator-driven storytelling isn't just a content strategy; it's a core business imperative.

By building revenue systems that bridge storytelling with brand impact, NowThis offers a solution to one of modern marketing's biggest challenges: how to engage an audience that tunes out traditional ads. The answer, as demonstrated by the company's growth, lies in long-term, authentic partnerships that add value to the viewer's experience rather than detracting from it. This shift from chasing impressions to fostering engagement is redefining what it means for a media company to be successful today.

A Leader Forged in Media's Transformation

Matt Grandchamp's own career path mirrors the evolution of the media industry itself, making him uniquely qualified to lead this charge. His resume is a tour of the forces that have shaped modern media, with leadership roles at legacy giants like NBCUniversal and global agencies WPP and IPG, as well as digital-first disruptors such as Vudu, Triller, and Group Black.

This diverse background provides a rare, holistic perspective on the intersection of content, technology, and commerce. His experience within global agencies offers insight into brand objectives and challenges, while his time at emerging platforms provided a front-row seat to the rapid changes in audience behavior and monetization. It is this blend of strategic vision and executional skill that Mussalli highlighted, praising his ability to inspire teams and set new industry standards.

"The media landscape is evolving at lightning speed, and audiences expect more authenticity, more creativity, and more relevance than ever before," Grandchamp stated. "With the lessons I've learned across my career... we're creating revenue models that don't just perform today, but define how media gets built tomorrow."

With Grandchamp at the revenue helm, NowThis is cementing its position not merely as a participant in the digital media ecosystem, but as a key architect of its future. The company is proving that a social-first, audience-centered, and creator-driven approach is the definitive model for success in modern media.