NEW YORK – Playboy Enterprises has hired Dan Smith as svp, marketing for its digital media group, a new position.

Smith will be responsible for marketing Playboy’s premium products as well as stewardship of the overall brand across digital and mobile channels. He will also help guide strategy for Playboy’s growing e-commerce business, which includes merchandise that can be purchased through catalogues or online.

“There is a need for our group to be very customer-centric. We want to create great products for people and ensure that we are fulfilling customer needs. Dan’s role will be critical in connecting us to the consumer,” said Tom Hagopian, evp and general manager of digital media, to whom Smith reports.

Smith, 40, was most recently at Encyclopedia Britannica, serving as svp, marketing for the consumer digital business. Prior to that, Smith was an evp at FTD.com, where he led the company’s online direct-to-consumer floral and gift activities.

Playboy’s digital group oversees its premium content delivered either a la carte or on a subscription basis. Ad-supported offers include Playboy.com and various mobile services.

“Dan combines the discipline of direct marketing with the creativity of brand development, and has a proven track record of building successful online ventures. I am confident that his experiences and skills will help us to accelerate the growth of Playboy’s global and mobile businesses,” added Hagopian.