First and foremost, the unit needs a better acquisition strategy, according to CBS Interactive President Quincy Smith. "This is the perfect team to figure out new acquisitions in the space," Smith said. "We'd like to do more, and Bryon's presence is going to help."
Rubin, who most recently served as senior executive of CBS's corporate development and mergers & acquisitions group, has also been given the title of executive vice president at CBS Interactive.
"My background is in M&A, so we're looking at big and small [deals]," Rubin said. "Do we need to make a big splashy acquisition? No."
In what areas is CBS Interactive looking to expand? "Content is very attractive to us, and community as well," said Rubin. "We love, love, love our sports franchises, so that's another area where we're looking." With regard to online communities and social networks, CBS spent $280 million for the music recommendation network Last.fm last summer.
CBS Interactive on Thursday also confirmed the opening of a new satellite office in Menlo Park, Calif., which is expected to facilitate partnerships in and around Silicon Valley. Steve Snyder, CBS Interactive chief operating officer, will run the office while continuing to oversee the unit's four core businesses. Snyder was formerly general manager and executive vice president of technology and product development at CBS SportsLine.
Michael Marquez, who joined CBS from Yahoo a year ago, has been promoted to executive vice president of strategy and corporate development. Marquez, who is based in Menlo Park, will work in close coordination with Rubin, while continuing to report to Smith.
CBS Interactive Chief Marketing Officer Patrick Keane, formerly of Google, will continue to oversee analytics, sales operations and sales marketing.
In this new role, Rubin will be supported by Jed Kapsos, who continues in his current role as senior vice president of finance, responsible for managing the finance and accounting team.
In addition, CBS Interactive has established General Managers to oversee the performance of its four core business.
Anthony Soohoo, founder of the recently acquired Dotspotter.com, will run the entertainment unit which encompasses the CBS Audience Network, its hub CBS.com, Dotspotter.com, Wallstrip.com and MobLogic.tv. Soohoo will also be responsible for existing CBS online content, cross-platform content production and original Web content in Entertainment. He will be based in Menlo Park.
Jason Kint, who currently manages CBSSports.com, will add CBSNews.com to his responsibilities. Jeff Sellinger, founder of GoldPocket Wireless and a two-year alum of CBS Mobile, will continue to oversee all mobile operations for CBS Interactive.
Last.fm will continue to be led by the music community's co-founders Felix Miller, Martin Stiksel and Richard Jones, with guidance from Chief Operating Officer Spencer Hyman and chief financial officer Ryan Regan.
As previously announced, leading sales operations for the division is Rich Calacci, mobile and sports; Ken Lagana, entertainment and news; and Kevin Menard, Last.fm, all of whom will continue to report to Jo Ann Ross, president, of network and interactive sales.
CBS Interactive encompasses CBS.com, the CBS Audience Network, CBSSports.com, CBSNews.com, CBS Mobile and Last.fm as well as select other properties including CBS EyeLab, Wallstrip.com and MobLogic.tv.