Netflix Inc. has appointed Bill Holmes as the entertainment content provider’s chief business development officer, a new position. He won promotion from his previous job as vice president, business development, during which Netflix signed partnerships such companies as Apple Inc. and Nintendo that led to the creation of devices that enable consumers to watch Netflix selections.

Netflix is No. 9 in the Internet Retailer Top 500 Guide.

“Bill has helped make Netflix the killer app for the world’s leading electronics companies,” says CEO Reed Hastings. “In doing so, Netflix is now available on millions of devices and in over 25 million households in more than 50 countries.”

Holmes was hired by Netflix in 2008. Previously, he was vice president of business development and strategy at DivX Inc., a digital video technology provider.