Seth joins Piczo from business conference company Richmond Events, where he was managing director for its UK and European operations.
In his new role, Seth will be tasked with growing Piczo's European-wide brand expansion and increasing the 's recognition among its target market, which primarily consists of 13- to 16-year-old girls.
Seth's first job will be to develop strategic partnerships between youth market brands and Piczo, which has strong access to the teen market.
Prior to joining Piczo, Seth held senior management positions at BBDO's digital agency Proximity, Time Out Group and the International Herald Tribune.
Jeremy Verba, chief executive of Piczo, said: "Hiring a senior executive of this calibre underscores the importance of the UK market to Piczo, both as a base for revenue growth and as its jumping-off point to the rest of Europe."
The website has experienced impressive growth since launching in 2004, garnering a 393% rise in traffic growth in the last year and attracting 4m unique UK users.
Seth said: "The site has created a uniquely strong bond with its users and is in the enviable position of reaching over 60% of the young teen demographic in the UK.
"That relationship has strong appeal for leading brands and advertisers, who are scrambling for effective ways to engage with this increasingly elusive demographic."
Piczo said it had addressed parent's concerns over child safety on social networking sites, which have been linked with abduction cases, by adopting a "walled garden" approach that leaves the individual to decide who they wish to correspond with.
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