Rosenthal will work directly with programmers to "launch and optimize compelling editorial and branded content across the company's digital assets." He most recently served as a consultant with Ogilvy Interactive, developing online content for companies such as Time Warner Cable, DHL and Thomson Reuters. Prior to that, he oversaw online content development at Vivendi-Universal Net USA. His prior experience includes serving as News Editor for Rolling Stone Online, and Editorial Director of AOL/New Line Cinema's Hub Music.