Craig Robinson has been named exec veep and chief diversity officer at NBCUniversal, reporting to CEO Steve Burke. Robinson heads NBC O&O KNBC Los Angeles, where he’ll continue until a successor is named. Robinson takes over the diversity role from Paula Madison, who retired in May.“Diversity is one of our company’s biggest priorities, and I’m pleased that we could look within our own ranks and tap an accomplished leader like Craig to fill this important role,” Burke said. PBS has named Beth C. Hoppe and Donald Thoms as veepees of general audience programming, with the shared responsibility of helping develop primetime content and drive it to air. Hoppe most recently served as exec producer at Discovery Studios, where she developed projects including “Human Nature.” Thoms has led multimedia consulting org Thoms Media Group and previously was program production VP at Discovery Health Channel. Galen Jones has joined Oxygen Media as senior veep of research. He’s held top research posts at Comedy Central, AOL and Court TV. Former Activision and Legendary Pictures exec Kathy Vrabeck has joined Heidrick and Struggles Intl. as a partner in its consumer and technology practices. Based in Los Angeles, Vrabeck will focus on the media, digital and entertainment sectors for the exec search firm. PMK*BNC has tapped Rick McCabe as senior veep of brand communications, based in the agency’s Gotham office. He joins the praisery from Edelman’s Sports and Entertainment marketing practice where he was a veep. Sherry Pitkofsky has been named veep of partnership marketing, promotions and public affairs for We TV. She moves to the AMC Networks cabler after serving as director of ad sales marketing for Bravo. Sesame Workshop has appointed Jennifer Ahearn veep of licensing and strategic partner relations. She’ll manage the kidvid production company’s relationship with master toy licensee Hasbro, among other duties. Ahearn was previously senior marketing manager for IBM.