NBC Entertainment has refreshed its approach to the programming ecosystem, in part by naming Robert Hayes to the newly created position of executive vice president, Digital Media. Vivi Zigler, who served as NBCUniversal digital president for about six years, has decided to leave the company.

Digital also gets a new place in the company org chart. Hayes will report to Len Fogge, president, NBC Entertainment Marketing & Digital, whereas Zigler reported to Ted Harbert, chairman of NBC Broadcasting.

Hayes (pictured) will oversee the network’s digital strategy and operations, including, social media, online, mobile/apps, multi-platform programming, digital marketing and more.

“It’s critical that we do everything possible to light up digital media in order to help rebuild the primetime schedule,” said NBC Entertainment chairman Robert Greenblatt. “I saw the effect he had at Showtime firsthand, and it’s no accident that the pay network’s explosion coincided with its digital innovations.”

Hayes most recently was chief operating officer for Iconic Entertainment Inc., which specializes in branded and sponsored entertainment programs. He is best known, however, for having led digital initiatives for Showtime, where he spearheaded the premium network’s lucrative embrace of a multiplatform approach for shows like Dexter, Weeds, Nurse Jackie, Californication and The Tudors during Greenblatt’s tenure as Showtime Networks’ president, Entertainment.

NBC’s most popular currently running shows include 30 Rock, Grimm, Smash and The Voice.

Related links:

NBC Universal – press release

Los Angeles Times – Shake-up at NBC Digital; Vivi Zigler departs

PaidContent – NBCU shakes up digital: Robert Hayes in, Vivi Zigler out

Variety – NBC digital chief Zigler exits