In its increasing efforts to harness a wider share of growing digital and mobile ad following, CNBC named Lou Tosto as the organization’s Senior Vice President (SVP) for digital and mobile advertising sales. This move by the NBC Universal’s satellite and cable television business news channel arm is already expected, especially amidst the news of merger with the largest cable operator and home internet service provider in the United States—executive shakeups are very prevalent during mergers.

The new head of CNBC is expected to start immediately. Tosto has several years of solid sales experience under his belt. It was during mid-80’s when he joined the infamous Dow Jones after a stint in an advertising company. In 1993, he landed a managerial position at Smart Money. After proving himself, he rose to the general manager post for SmartMoney.com. In 2002, he was named as BusinessWeek’s VP for sales in the eastern region. He left for Linkstorm in 2009.

While the revenues for broadcast communications have been following a downhill trend, CNBC has picked up its shares and performed well within the last few quarters. Along with other media companies, CNBC faces definitive challenges in what experts tag as the period of economic uncertainty. The business has shown strong viewership and visitors with 5.5 million in October.

As the competition within the digital market becomes stiffer, organizations start shaking up the executive houses to cope up with the challenges.  Yahoo is currently undergoing several executive-level shakeups as it restructures for media networks and mobile advertising.  In other news, Springer publishing is going digital to survive the new age, while Universal Music undergoes a few shakeups of its own.