Industry vet Pam Lifford has been named president of WB’s new global brands and experiences division, the formation of which is intended to align strategies and increase consumer engagement across key brands and franchises, with a focus on curated experiences.

Lifford will work on aligning the fan-focused activities of Warner Bros. consumer products (WBCP), DC and themed entertainment, as well as leading a new global franchise team in collaboration with all of the studio’s divisions, WarnerMedia sister companies HBO and Turner, and various AT&T divisions.

The day-to-day operation of DC will continue to be run by publisher and chief creative officer Jim Lee and publisher Dan DiDio, both now reporting to Lifford. WBCP will continue to be led by its current management team.

Lifford first joined Warner Bros. as president of WBCP in 2016, and according to the company, overall business increased 47% in her first year in the role. Previously, she served as EVP of global home, fashion and infant businesses at Disney and EVP of global licensing for Quicksilver.

This promotion follows the announcement that DC Entertainment and WBCP president Diane Nelson would not return to the company after a leave of absence.