Social polling company The Tylt continues to build out its platform to create a place where its target audience—millennial and Gen Z consumers—can express their opinions on polarizing topics from the best fall drink to whether Donald Trump should be impeached. As part of that effort, it’s adding editorial and advertising content ranging from articles on trending topics to branded content.

To head up the content team, The Tylt has brought on Selena Roberts as executive director and Andrew Capone as head of sales and business development. Roberts was previously the founder and CEO of production company Roopster Media Group, and has held senior editorial positions at The New York Times and Sports Illustrated.

At The Tylt, Roberts will focus on operations, editorial direction and strategy.

“The Tylt’s millennial and Gen Z opinion data is unmatched in the industry,” Roberts said in a statement. “Brands have tremendous opportunity to not only listen to their customers and prospective customers, but to create storytelling and engagement around their brands that cuts through the clutter of traditional marketing and social media approaches.”

Capone has previously led sales and marketing operations for major media brands as senior vice president of marketing and business development at NCC Media, which recently rebranded to Ampersand. Capone also served as svp of marketing at NBC, as well as vp of sales for CNBC Europe and Asia.

In his new position at The Tylt, Capone will focus on working with brands and building relationships with ad agencies.

Like Roberts, Capone sees promise in the platform’s opinionated audience in two coveted demographics. “The Tylt is a brand marketer’s secret weapon because we help them understand millennial and Gen Z opinion, at scale, across trending topics in culture, sports, politics and entertainment,” he said in a statement.

“Our team can create and amplify unique content for brands that sparks passion around brand messaging, products, services and experiences,” he added. “No one in the industry is tackling marketing strategy and content quite like The Tylt.”