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 — the announcement was made Thursday by Kevin Tsujihara, Chairman & CEO, Warner Bros.
Through the new WBGBE business, the company will have increased opportunities to develop and grow consumer relationships over time and across the breadth of a franchise, with a multi-generational focus on these interactions so there will be lifelong opportunities for engagement. Through expertly curated experiences, fans will be able to create memories and strengthen their connection with WB and DC characters, brands and franchises.
“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 Tsujihara. “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,” said 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.”
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.
Pam Lifford joined Warner Bros. as President of 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.