Pam Lifford has been promoted to President, Warner Bros. Global Brands and Experiences, with responsibility for Warner Bros. Consumer Products, DC, Themed Entertainment and a new Global Franchise team, it was announced today by Kevin Tsujihara, Chairman and CEO, Warner Bros. This new business will align strategies and increase consumer engagement across the company’s key brands and franchises.
As President, Warner Bros. Global Brands and Experiences, Lifford is charged with developing all-new fan-engagement business opportunities as well as working to align the current fan-focused activities of WBCP, Themed Entertainment and DC that lend themselves to next-level development. She’ll also work with all divisions of the Studio to ensure that every touchpoint for cross-divisional and cross-company collaboration is maximized. Additionally, she will coordinate with WarnerMedia sister companies HBO and Turner as well as various AT&T divisions when appropriate. Global Brands and Experiences will operate with a “never go dark” approach, offering consumers compelling opportunities 24/7, everywhere they interact with Warner Bros.’ IP.
The day-to-day operation of DC will continue to be run by Jim Lee, Publisher and Chief Creative Officer, and Dan DiDio, Publisher, who both now report to Lifford. Consumer Products will be led by its current management team. The Wizarding World franchise business will continue to be overseen separately by Josh Berger, President & Managing Director, Warner Bros. UK, Ireland and Spain, and President of Harry Potter Global Franchise Development, reporting directly to Tsujihara.
Lifford joined the Studio as President, Warner Bros. Consumer Products in February 2016, with responsibility for all WBCP business functions, including domestic and international licensing, worldwide marketing, business and legal affairs, finance, and retail business development related to some of the most highly regarded entertainment franchises in the world. In her first year at WBCP, she increased overall business by 47 percent and has continued a consistent growth trajectory through her second and current year.
With more than 25 years of experience, Lifford is widely respected across the consumer products industry. She spent 12 years at Disney, rising through the ranks to become a member of the consumer products executive leadership team where, as Executive Vice President, she oversaw the global home, fashion and infant businesses. In this capacity, she worked directly with licensees and major retailers around the world on innovative merchandising and retail programs that drove significant business growth for the company. Lifford also worked at Quiksilver, Inc., where she served as Executive Vice President, Global Licensing. Earlier in her career, she held positions at Road Runner Sports and Nike.