David Sternberg, a former Fox and Universal Sports executive, has already started in his new role to oversee the club's MUTV channel, as well as websites, mobile, social and print media.
Phil Townsend will continue in his position as United's communications director.
United have a hugely-popular Facebook page but not yet a Twitter account, though the club's handling of Sir Alex Ferguson's retirement as manager hinted at an increased commitment to social media.
The official news release carried the Twitter hashtag 'thankyousiralex' and Ferguson's decision to retire led to 1.4m mentions on the site in a single hour.
Meanwhile, United have added Mexican banking group INVEX to its array of sponsors.
The four-year deal gives INVEX the rights to produce United-branded credit cards in Mexico, where the club says it has 24 million followers.