Torrance, California-based home of Hello Kitty, Sanrio, has bolstered its senior management team with three new appointments.

Jill Kochhas been named VP of brand management and marketing, where she is responsible for maintaining the integrity and identity of the Sanrio brand and its portfolio of characters, including flagship character Hello Kitty. Koch will work closely with the design team on product development and brand extension and will continue to oversee the expansion of the company’s co-brand initiatives and collaboration programs, as well as the management of PR and marketing. Koch has been with Sanrio since 2002 and moves from her most recent role as senior director of brand management & marketing.

In her newly created role of executive director of retail business development, Cindy Elfenbein will develop new business opportunities with key retailers and create unique partnerships and promotions between Sanrio licensees and retailers. Prior to joining Sanrio, Elfenbein held senior management positions at Sony Pictures Entertainment, DIC Entertainment and WBCP.

For her part, Linh Forse has been promoted to senior licensing manager, where she is responsible for the management of the company’s licensing partners in the US, Canada and Mexico. Her focus will be on expanding distribution in the Canadian market and developing licensing programs for emerging characters. With Sanrio since 2008, Forse was previously licensing manager.