Paulo Lemgruber has been appointed general manager, online, for the Reed Entertainment Group, a subdivision of the Anglo-Dutch conglom Reed Elsevier.

Lemgruber, who relocated from the East Coast to Los Angeles in April, will oversee the operations of Reed Entertainment’s online properties: Variety.com, MultichannelNews.com and BroadcastingandCable.com. He is responsible for developing the vision and strategy as well as managing the revenue efforts for these properties. Reed Elsevier is the parent company of Daily Variety.

Lemgruber previously served as the executive director of interactive marketing, key audiences, at America Online, which he joined in New York in 2001. He oversaw the development of AOL’s marketing strategies for African-Americans, small businesses and U.S. Hispanics, among other key audiences.

Lemgruber also served as VP of business development for Latino.com in New York from 1999 through 2000.

Prior to that, Lemgruber was VP of business development for Sony Pictures Entertainment in Latin America. He expanded SPE’s business in that region by identifying, evaluating and negotiating corporate joint ventures and new business opportunities. Before his Latin American assignment, he was a director of corporate development at SPE’s studios, where he was involved in the company’s acquisition of the Telemundo network.

Lemgruber is originally from Rio de Janeiro and holds an MBA from Harvard Business School.