Disney's Buena Vista Internet Group has formed Disney Direct, a unit that will fold its Disney Store Online, the Disney credit card, catalog and catalog outlets under one banner, the company said Thursday.

Russ Gillam has been tapped to head the operation as senior veep-general manager.

As VP, e-commerce, for BVIG, he was responsible for day-to-day operations of Disney Store Online, the company's online travel initiatives and the ESPN Store Online.

On-, offline synergy

"Disney Direct will leverage the success of the Disney Store Online with proven offline ventures such as the Disney catalog and Disney credit card," said Chuck Davis, BVIG prexy of e-commerce, to whom Gillam will report. "The combination will capitalize on their complementary strengths in e-commerce, fulfillment, distribution and customer service.

"Russ has been instrumental in building BVIG e-commerce initiatives into world-class operations," he added. "His strong e-commerce background, coupled with extensive experience in catalog sales and marketing, make him perfectly suited for the job."

Since joining Disney in 1996 as director of merchandising, e-commerce, Gillam helped spearhead the launches of the Disney Store Online in 1996 and the ESPN Store Online in 1998.

Prior to joining Disney, Gillam was director, catalog division, for Big Dog Sportswear. Before that, he was director of marketing for the Red Rose Collection.

BVIG oversees Web sites Disney.com, Family.com, ABC.com, ABCNews.com and ESPN.com.