Netflix announced Tuesday that Cindy Holland will step into the newly created role of VP of original content. Latin America/Canada content acquisitions chief Jason Ropell, meanwhile, will replace her as VP of content acquisition, overseeing television content licensing for the U.S. market.

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Holland, who has been with Netflix for the last 10 years, will now be responsible for the acquisition and launch of original series. With Netflix defining the subscription TV market share owned by premium cable networks like HBO and Showtime as the target that it wants to go after, original content is seen as a key subscriber draw going forward.

Beyond Lilyhammer, the quirky gangster-goes-to-Norway series it launched earlier this year, Holland will oversee a busy slate in 2013. Projects include House of Cards, the David Fincher-Kevin Spacey project that is based on a British novel and miniseries of the same name; Orange is the New Black, the story of a woman’s time in minimum-security prison, spearheaded by Weeds creator Jenji Kohan; the the Eli Roth-led murder mystery Hemlock Grove, starring Famke Janssen; and the long-awaited return of cancelled Fox sitcom Arrested Development.

“Cindy has worked closely on every aspect of our original series launches,” said Netflix chief content officer Ted Sarandos, who will be her boss.

Ropell, meanwhile, joined Netflix in March of 2011, leaving his job as VP of business development for NBCUniversal. He’ll oversee a TV licensing initiative that has already aggressively competed with cable networks for hit shows including Mad Men, Breaking Bad, Lost and Downton Abbey.

Netflix says its now searching for an executive to spearhead its Latin American content initiatives.

The company continues to lose momentum among investors, with its stock tumbling about 4.5 percent to $68.53 as of midday trading on the Nasdaq.