Ira Rubenstein has been named chief digital and marketing officer at PBS, a new position at the public broadcaster. Chief Digital and Marketing Officer for PBS.

Rubenstein, who was hired by PBS in 2014 as its general manager of digital, will supervise the team  that focuses on acquiring, retaining and engaging audiences for the benefit of PBS member stations.

Since joining after stints as CEO of mobile company MeeMee Media, and leading digital teams at 20th Century Fox and Marvel, Rubenstein has led the expansion of PBS’ general audience and children’s content to mobile devices, over-the-top  services and other digital platforms. He led the development of Passport, a new video offering available through member stations that provides donors on-demand access to a library of public television programming. He has also overseen the expansion of PBS Digital Studios, PBS’ network of online-original content, which now has more than 15 active series and more than 34 million monthly views.

Kenji Thielstrom has joined PBS’ digital team as vice president of creative services.

“PBS is committed to helping our stations meet consumers where, when and how they engage with our content – from broadcast to new platforms. Given his strong track record in both the digital and marketing arenas, Ira is uniquely qualified to lead these efforts,” said Paula Kerger, PBS’ chief executive, in a prepared statement. “And with extensive experience in television, film and advertising, Kenji will enhance our core competencies in the creative space, helping stations raise awareness about the incredible programming they offer throughout the year.”