Longtime WHAM-TV journalist Norma Holland will be leaving broadcasting.

Holland, who has worked at WHAM-TV (Channel 13) for 23 years, announced the news via social media Tuesday morning.

"I’m making a career pivot and joining the team at the Digital Hyve — it’s the 5th fastest growing digital marketing company in the country," she said. "It’s been the privilege of a lifetime to serve the community through storytelling for 23 years and to hopefully help make waking up a little easier for 16 years. I love this team and that will never change. When the time is right, it’s right and you feel it in your bones."

Holland said her final day on air will be Friday. She will begin her new job in September.

Digital Hyve co-founder and Chief Executive Officer Jeff Knauss said Holland will become the company's first director of community development. She will serve as a brand ambassador and business development leader for the company, which has offices in Rochester and Syracuse.

“This is a game-changer,” Knauss said in a news release. “Norma is an absolute powerhouse and has built a flawless reputation of being a force for good in the Rochester community. Her keen ability to build relationships and tell captivating stories will be invaluable to building Digital Hyve’s brand in Western New York."

Holland has served as a morning news anchor and host of Good Day Rochester since 2002. A Rochester resident, Holland and her husband have two young children.

“Storytelling has been my lifeblood for more than two decades, and I’m thrilled to do it now on an even larger platform with Digital Hyve,” Holland said. “Everyone has a story to tell. An important one. A life-changing one. I want to help them tell it beyond the realm of just what we see on TV.”