Another former top Showtime executive is joining Bob Greenblatt at NBC. Robert Hayes has joined the network in the newly created position of EVP, Digital Media. He will oversee the network’s day-to-day digital strategy and operations, reporting to Len Fogge, President, NBC Entertainment Marketing & Digital. Hayes replaces longtime NBCUniversal digital chief Vivi Zigler who is leaving the company. Zigler held a president title, Hayes is an EVP; she reported to NBC chairman Ted Harbert, Hayes reports to Fogge. “It’s critical that we do everything possible to light up digital media in order to help rebuild the primetime schedule. And there’s no one better to lead this effort than Rob Hayes,” said NBC chairman Bob Greenblatt. “I saw the effect he had at Showtime firsthand, and it’s no accident that the pay network’s explosion coincided with its digital innovations.”

At Showtime Networks, Hayes served as SVP and GM, Digital Media, overseeing all things digital. He developed the network’s digital business strategy that included the first deals for premium television with iTunes, Amazon and Netflix, among others. During his tenure, the network enjoyed its greatest growth spurt from 12 million to more than 18 million subscribers. At NBC, Hayes reunites with fellow Showtime alums Greenblatt, Fogge and head of communications Richard Licata. Hayes most recently served as COO of Iconic Entertainment, creating premium VOD channels for YouTube and other distributors.