-By Steve Miller

RadioShack has hired Lee Applbaum as CMO to lead the company's advertising, brand management and marketing initiatives.

Applbaum, who also will serve as executive vp, was previously CMO at Schottenstein Stores, a Columbus, Ohio-based company that owns interests in retailers including Filene's Basement, DSW and American Eagle Outfitters.

Applbaum will report to Julian Day, CEO of RadioShack, Ft. Worth, Texas. He replaces Bob Kilinski, who becomes svp-business development.

"Lee's joining us at RadioShack represents another significant step in strengthening our senior management team," Day said in a written statement.

In addition to Schottenstein, Applbaum has worked at Coca-Cola, Schlotzsky's Footstar and David's Bridal Group, a division of Federated Department Stores. Applbaum was director of marketing at Schlotzsky's when it launched its first network television advertising campaign in 1998, via McGarrah/Jessee, Austin, Texas.

RadioShack spent $127 million on measured media in 2007 (not including online) and $60 million through July of this year, per Nielsen Monitor-Plus.