Google executive tapped for interactive chief

CBS has tapped a former Google exec to head its digital marketing efforts, a move that deepens connections between the media company and the search monolith.

Eye named Patrick Keane exec VP and chief marketing officer of CBS Interactive, reporting to digital chief Quincy Smith. Keane previously headed advertising sales strategy at Google, a key post that oversaw huge expansion of Google’s advertiser base.

Keane will be charged with distributing CBS content — be it “CSI,” radio programming, or local news — on digital platforms including Google-owned YouTube, with which CBS has a marketing relationship.

“This is a new generation of chief marketing officer,” Smith said. “(Keane) is an expert in online distribution and marketing, and his transition to an audience company like CBS is a testament to our commitment to partner with technology companies worldwide.”

In addition, Keane will be responsible for finding business models to support online distribution, including new forms of advertising and branded entertainment.

“CBS has tremendous relationships with agencies and large brand advertisers,” Keane said. “We’ll provide a safe place for established and traditional marketers to experiment with us.”

While reporting to Smith, Keane’s work will span CBS’ media assets, and he will work closely with sales prexy JoAnn Ross, marketing chief George Schweitzer and chief research officer David Poltrack.

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