FiLife, the personal finance site co-owned by IAC (IACI) and Dow Jones, has a new boss. The company has brought in Ezra Kucharz, formerly an executive at online games company Oberon Media and at NBC’s iVillage, as president.

He replaces Dave Kansas, a business news veteran. Kansas will stay on as an editor-at-large and has a personal finance book due out in January.

FiLife, which is supposed to be geared toward young folks who spend more time browsing the Web than looking at their 401(k), has had a short but troubled existence. It finally launched in June, after more than a year of fits and starts. It was originally supposed to have lots of blog-like entries from professional writers, and eventually moved into a more service-oriented comparison shopping engine for financial products.

You could argue that economic turmoil could make a site like this particularly valuable for its target audience, but that doesn’t appear to be the case.

Compare the performance of the site with Consumerist.com, a Gawker Media blog that’s now up for sale.

Full disclosure: Dow Jones is a unit of News Corp. (NWS), which also owns this Web site. If you’d like even more disclosure, see here.

BoomTown has known about it forever and Radar Online gave the lowdown about the creation of the hip-sounding news aggregator Web site–headed by high-profile editor Tina Brown (pictured here)–by Barry Diller’s IAC (IACI) in a report in early April.

Think the Huffington Post, but more culture and less political wonkishness in a bolder and more colorful design.

While still in its planning stages, though, it just hired a new GM to run the business: Caroline Marks.

She was GM of Comcast’s Ziddio, a social video endeavor, and was also head of content development for Comcast Interactive (CMCSA). Marks has also worked in several high-profile mobile companies in the U.K.

Marks will reports to IAC’s Nick Lehman–who works for Michael Jackson, the head of programming at IAC–to get the project off the ground for IAC and Brown, the former Talk, Vanity Fair and New Yorker editor.

The project has already hired Edward Felsenthal, the former deputy managing editor of The Wall Street Journal (and BoomTown friend), to helm the edit side under Brown.

IAC has dabbled a lot in online content initiatives of late with mixed results. Still, it is moving forward with even more.

For example, the company is set to debut a personal financial site in a joint venture with News Corp.’s (NWS) Dow Jones (owner of this site), called FiLife, in June.