• by Gavin O'Malley  @mp_gavin, October 13, 2014

As it doubles down on digital, the WWE has named Lou Schwartz as its new Chief Digital Officer.

Schwartz -- who most recently served as CEO of white label Web TV-as-a-service firm UUX -- will report directly to WWE Chairman and CEO Vince McMahon.

Schwartz is filling in for Perkins Miller, who left the WWE in April to lead the NFL’s digital strategy.

The appointment follows the launch of the media company’s streaming service, WWE Network, which by some enthusiastic accounts has been a big success. For $9.99 a month, subscribers get access to every WWE live event, along with its entire content library.

Also this week, WWE Network is expected to add several big brand partners, including Kmart, Mattel and Pepsi.

Naturally, Schwartz will oversee product development and operations for the WWE Network. He will also be expected to expand the wrestling giant’s social media presence, as well as develop new projects for WWE.com and the WWE App.

No social media novice, the WWE already claims a worldwide social media following of about 415 million fans.

At UUX, Schwartz oversaw the merger of Totalmovie, a Latin American retail OTT service, with OTT Networks, a Brazilian content management software and service company.

Prior to UUX, Schwartz was CEO of the Americas and General Counsel for Piksel, a provider of online video software and services. Schwartz previously co-founded and served as chairman and CEO of Multicast Media Technologies Inc., an early entrant into the Web video platform space, which was sold to Piksel in mid-2010.