Warner Bros. Taps Head of New Global Brands & Experiences Arm

Pam Lifford has been elevated to president of Warner Bros. Global Brands and Experiences (WBGBE), a new unit that has launched to help strengthen consumer engagement across the studio’s key brands and franchises.

Lifford will manage Warner Bros. Consumer Products (WBCP), DC, Themed Entertainment and a new global franchise team. She will develop all-new fan-engagement business opportunities while also aligning the current fan-focused activities of WBCP, Themed Entertainment and DC. She will also maximize touchpoints for cross-divisional and cross-company collaboration.

The day-to-day operation of DC will continue to be led by Jim Lee, publisher and chief creative officer, and Dan DiDio, publisher, who both now report to Lifford. Consumer Products will be overseen by its current management team. The Wizarding World business will continue to be managed separately by Josh Berger, president and managing director of Warner Bros. U.K., Ireland and Spain, and president of Harry Potter Global Franchise Development.

Lifford first joined the studio as president of WBCP in February 2016. Earlier in her career, she spent more than a decade working at Disney, where she served as a member of the consumer products executive leadership team.

“With competition for consumers’ attention more intense than ever, and brand awareness and loyalty more important than ever, this is a great way to help focus on creating opportunities for fans to meaningfully interact with our brands and franchises at a level beyond the screen,” said Kevin Tsujihara, the chairman and CEO of Warner Bros. “Pam has deep experience across consumer products and building emotional connections with fans, and in the two years she’s been at Warner Bros., has proven herself and her vision. I’m excited to have her bring that vision to this new business.”

“This is an incredible opportunity for us to super-serve our fans across a variety of platforms and venues throughout their lifetimes,” added Lifford. “Warner Bros. has world-class characters and brands that are beloved around the world—from our licensed DC Super Heroes and the Looney Tunes and Hanna Barbera animated superstars to a library of over 10,000 films and TV shows—and we’re now making it a priority to bring these properties to fans in new and exciting ways. I’m thrilled to take on this challenge and look forward to working with my colleagues across the studio to make this new business a great success.”