Shine America has tapped former NBCUniversal Digital Entertainment chief Vivi Zigler as president of its digital division and its Shine 360° unit.She will oversee branded entertainment, licensing, digital and live experiences at the U.S. arm of the Elisabeth Murdoch-led shingle, which is owned by News Corp. Shine 360°, which will formally launch in the U.S. in tandem with Zigler’s appointment, is charged with extending either derivative or original intellectual property across digital, retail and consumer products. “Vivi adds a whole new depth, experience and understanding to Shine,” said Carl Fennessy, CEO of Shine America, to whom she reports. “She adds to our bench strength and brings an element of strong leadership.” Zigler also will oversee Shine’s digital production efforts, which range from the long-running Yahoo series “Who Knew” to the Pepsi-sponsored “Live For Now,” Twitter’s branded-entertainment concert series. She will also be charged with crafting extensions for Shine’s roster of scripted and unscripted TV programming, which ranges from “The Office” to “The Biggest Loser.” Given both are NBC series, Shine got to know Zigler when she was at the other side of the table representing NBCU’s interests. “There’s some great work going on here,” said Zigler. “We’re just going to do more of it.” Zigler stepped down in June after nearly two decades at NBCU. While she held various posts in programming and marketing in her time at the conglom, she led NBCU’s digital efforts since 2008. In addition to managing the dot-com extension of NBC, she spearheaded the creation of a digital studio that created brand-integrated short-form content. Parent company Comcast has since closed the unit. NBCU has since appointed Showtime vet Robert Hayes as executive VP of digital media.