Warner Bros. Consumer Products has promoted its GM for the UK and Ireland, Preston Kevin Lewis, to SVP of retail business development.

Based in L.A., Lewis took the reins last month to oversee WBCP’s retail business development division, including domestic retail business strategies, programs and promotions, revenue goals, merchandising and strategic marketing, sales and brand portfolio initiatives.

Reporting to WBCP president Pam Lifford, Lewis will also partner with all Warner Bros. and Time Warner divisions to bolster retail initiatives.

As GM for the UK and Ireland, Lewis was instrumental in strengthening a number of popular WBCP brands such as DC, J.K. Rowling’s Wizarding World and Looney Tunes in the territories.

He also previously served as WBCP’s Melbourne-based MD for Australia, New Zealand and India, and VP of international licensing in L.A.

Prior to WBCP, Lewis held senior executive roles with Disney, Viacom and HBO Home Video.

His promotion follows Lifford’s appointment last March of former National Geographic and Sesame Workshop exec Peter van Roden to the role of SVP of global themed entertainment.

Lifford succeeded WBCP’s long-standing president Brad Globe, who stepped down in February 2016.