Steve Farella, 44, to chief operating officer, SFM Media, New York, a new position, from exec VP-director of business development and integrated communications at sibling Havas Advertising Group unit Jordan McGrath Case & Partners/Euro RSCG.

Kim Gaynor to chief operating officer, Zapme! Corp., San Ramon, Calif., from exec VP-director of U.S. and Mexican national and regional dealer accounts for Chrysler, Plymouth and Jeep brands at FCB Worldwide, Southfield, Mich.

Paul Levine, 40, to exec VP-chief marketing officer, Bates North America, New York, from partner and director of client services, Mad Dogs & Englishmen.

Bonnie Hammer to exec VP-general manager, Sci-Fi Channel, New York, a new position, from senior VP-programming, Sci-Fi Channel and USA Original Productions.

Edward Boches, 45, to chief creative officer, Mullen, Wenham, Mass., from executive creative director. He succeeds Paul Silverman, 59, who is now founding creative officer, a new position.

Stephen P. Gianneti, 48, adds the title VP-magazine division, Rodale Press, New York, to that of publisher, Prevention.

Dina Roman, 38, to VP-advertising sales and sponsorships, Discovery Online Network, New York, from divisional director-online sales.

Jane Royal to creative director, Blue Marble Media, Atlanta, from creative director, IBM Interactive Media.

Fabio Freyre, 38, to publisher-advertising sales director, Sports Illustrated, New York, from associate publisher-advertising sales director. The publisher post had been vacant. Also: Cleary Simpson, 46, adds the title exec VP to that of group publisher, Sports Illustrated for Kids and Sports Illustrated for Women; Shaun Gurl, 37, becomes VP-consumer marketing, from VP-customer marketing, Time Inc.'s Consumer Marketing Division. He suc- ceeds Brian Wolfe, now president, American Family Enterprises.

Chris Coelho, 35, to publisher, Maximum PC, Brisbane, Calif., from associate publisher. He succeeds Gene Burns, 45, now advertising director, Maxmimumpc.com and MacDaily Network.