Samantha Maltin joins Sesame Workshop as CMO, responsible for global brand management, consumer engagement, social media, data strategy and brand creative for the nonprofit. She reports to Steve Youngwood, president of media and education, as well as to Sherrie Westin, president of social impact and philanthropy.

Maltin comes to Sesame Workshop from the New York-based data science consulting firm Schireson, where she led brand marketing and new business development for media and consumer products clients. Prior to the consultancy, Maltin spent 15 years at Nickelodeon and held several roles, including SVP of global partnership and SVP of integrated marketing partnerships for Nickelodeon’s kids and family group.

The hire comes as Sesame Street celebrates its 50th anniversary with a number of events and initiatives, including a road trip that will see fan favorites from the show host community events across the US and new consumer products spanning multiple categories with partners like Puma, Uniqlo and TOMS.