Purcell is Vox’s first head of video, according to The Hollywood Reporter. He will lead video strategy for the publisher’s eight brands, Vox.com, The Verge, Polygon, SB Nation, Eater, Racked, Curbed and Recode.

"I hope I can bring some of the lessons of TV to the digital side, like how you create big experiences, how you work with major talent, and how you develop talent in front of the camera and behind the camera,” Purcell told THR.

Purcell will also oversee Vox's YouTube network and work closely with Vox Entertainment, a division of the company that develops digital video and talent partnerships within Vox’s brands, as well as adapts its properties for TV and OTT distribution.

Vox CEO Jim Bankoff told THR that video is now one of the biggest focuses of the company's business. He noted that as new formats and talents are developed on the Web, the company can "develop things that might also be appropriate for other, more lean-back platforms."

Vox already has a few digital series, including “Observatory” from Vox.com, SB Nation's “MMA Hour” and Eater's “Dining on a Dime.”

For two years, Purcell worked at “The Tonight Show,” which currently has more than 12 million YouTube subscribers and nearly 6 billion total views.