In a bid to strengthen their digital strategy and results, CBS (CBS-A) has recruited former Google (GOOG) executive Patrick Keane to be exec VP and chief marketing officer of CBS Interactive.
The major job Keane is charged with will be to create new ways to monetize the content that is being presented across its various, emerging platforms. He will manage the metrics, online research, SEO, sales training and keeping track of the company's competitors.
"CBS has tremendous relationships with agencies and large brand advertisers," Keane said. "We'll provide a safe place for established and traditional marketers to experiment with us."
Keane will report directly to digital chief Quincy Smith. Concerning the new position and Keane, Smith said, "This is a new generation of chief marketing officer ... (Keane) is an expert in online distribution and marketing, and his transition to an audience company like CBS is a testament to our commitment to 
partner with technology companies worldwide."
The hiring underscores the continual merging of old and new media. In November of 2006, Time Warner (TWX) put Randy Falco into a similar role as head of AOL. At about the same time, Smith himself was put in charge of the overall CBS interactive division.
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