Deanna Brown, president of Scripps Networks Digital, is departing to join Federated Media Publishing in the role of president and chief operating officer.
The president's title is new at the company, but Brown takes over as COO from Jason Weisberger, who is leaving to become president and COO or mobile ad network Transpera.
John Battelle, founder and CEO of FM, will remain as CEO, with Brown taking running day-to-day operations of the nearly 100-person San Francisco company. In May Battelle announced his intention of stepping aside from running the company's operations in favor of an executive with more expertise in the area.
Brown has a long pedigree in digital media. She has led Scripps' interactive operations since 2007. Prior to Scripps, Brown held executive roles in the media divisions at Yahoo and AOL. She was also CEO of Inside.com and a founder of CondeNet, the Web arm of Conde Nast.
Brown begins work at FM in late October.
FM has made a name for itself in social media advertising, representing over 100 top blog sites and application developers. It has branched out into the world of Twitter by running some of the first marketing campaigns using the service for clients like Universal Pictures, Microsoft and AT&T. It recently introduced new banner units that incorporate social feeds.
According to Battelle, the company distributed about $25 million to its publishing partners in 2008. An FM rep said the company's revenues have continued to grow this year, despite the economic downturn.