Smith will be responsible for marketing Playboy's premium products and managing the overall brand across digital and mobile channels.
"There is a need for our group to be very customer-centric," Tom Hagopian, executive vice president and general manager of digital media, said to Adweek. "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."
Smith, 40, most recently served as senior vice president of marketing for the consumer digital business at Encyclopaedia Britannica. Prior to that, he was an executive vice president at FTD.com.
Playboy's digital media group oversees the premium content delivered à la carte or on a subscription basis. Ad-supported offerings include Playboy.com and various mobile services.