• by Mark Walsh  @markfwal, September 21, 2010

Mobile marketer Zoove has named former CBS Interactive executive Joseph Gillespie as its new CEO. As executive vice president at the CBS online unit, Gillespie oversaw CNet.com and the CBSNews.com sites.

Palo Alto, Calif.-based Zoove provides dialing codes allowing advertisers to reserve short numerical codes that mobile users can dial for special deals and offers. By dialing the company's StarStar codes for a particular brand, consumers can opt-in for offers via text messages, applications, coupons and other content directly on their mobile phones.

With Gillespie's hiring, Zoove Tim Jemison will step down as CEO to become chief operations officer. Separately, industry veteran Mark Ewen has been appointed senior vice president of sales, leading the company's revenue operations. Zoove has raised nearly $20 million in funding to date from investors including Cardinal Venture Capital and Highland Capital Partners.