United Online Inc. has appointed Edward Zinser as chief financial officer and executive vice president.

Zinser joins the Woodland Hills Internet service provider and social media site operator after having been chief financial officer at Boingo Wireless Inc., in Los Angeles, and prior to that THQ Inc., the defunct video game publisher in Agoura Hills.

Zinser brings experience working with Internet and e-commerce companies, said United Online Chief Executive Francis Lobo.

“He will be a valuable addition to our senior management team as we continue to evolve our existing businesses and pursue opportunities to broaden the scope and reach of our products and services,” Lobo said in a prepared statement.

Michelle Stalick, who had been interim CFO, will stay on as chief accounting officer.

The personnel move, announced Wednesday comes as Lobo seeks to rebuild United Online following the spin off of its FTD floral delivery business and the departure of longtime chief executive Mark Goldston last year. Lobo was named chief executive in October.

Shares closed up 21 cents, or about 2 percent, to $10.83 on the Nasdaq.