Pam Lifford has been promoted to President of the newly formed Warner Bros. Global Brands and Experiences, overseeing Warner Bros. Consumer Products (of which she has been President), DC, Themed Entertainment and a new Global Franchise team.

A Warner release described the goal of the new WBGBE as increasing “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. Additionally, through expertly curated experiences, fans will be able to create moments and memories linked with Warner Bros.’ and DC’s brands and franchises, further strengthening their connection to the company’s iconic characters and franchises.”

Lifford, said a company release, “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,” and working with all parts of the studio on cross-division and cross-company collaborations.”

Lifford joined WBCP in 2016 after more than a decade at Disney. Diane Nelson departed as President, DC Entertainment and Warner Bros. Consumer Products, earlier this year.

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 Warner Bros. Chairman-CEO Kevin Tsujihara.