Wheeler will now serve as president and COO, driving company strategy, overseeing new business and ensuring relationships with all clients.
Kate Everett-Thorp will retain her role as chief executive officer. Wheeler came to Lot21 with background in corporate management. As director of partner management for Snap! Online, CNET's consumer-oriented online service, Wheeler was responsible for the daily operations of more than 150 distribution and content relationships.
Wheeler also led the development of a back-end database that allowed CNET to create trackable, co-branded versions of its site dynamically. Prior to CNET, Wheeler held management positions at Anderson & Lembke and Young & Rubicam.
He began his career in IT management for Microsoft, Wall Street Journal Interactive, 3Com and Novell.