Netflix Inc. designated two executives to accelerate and reinforce its original content efforts. Cindy Holland will assume a new role as vice president of Original Content, and Jason Ropell, vice president of Content Acquisition, will now oversee television content licensing for the U.S. market.

Holland will be responsible for acquiring and launching original series. Ropell will take over her former responsibilities and will now add TV licensing relationships in the U.S. to his existing Canadian and Latin American territories.

Netflix premiered its first such series, Lilyhammer starring Steven Van Zandt, earlier this year. It will offer four more in 2013: House of Cards, a political thriller executive produced by David Fincher and starring Kevin Spacey and Robin Wright; Hemlock Grove, a “gothic foray into murder, mystery [and] madness” created for Netflix, executive produced by Eli Roth and starring Famke Janssen; Orange is the New Black, a new drama from Weeds creator Jenji Kohan; and the revival of the cult comedy favorite Arrested Development.

“Cindy has worked closely on every aspect of our original series launches. Given how important originals are to our future success, we are thrilled to have her in this position,” said Netflix chief content officer Ted Sarandos. “We are also delighted to give Jason an important role in our biggest market. As head of our Latin American and Canadian acquisition teams over the last year, he’s skillfully managed the growth of those businesses.”

Both Holland and Ropell will continue to report to Sarandos. Peter Friedlander, hired last fall to shepherd original series, will continue to report to Holland.

Related links:

Netflix – press release