Warner Bros. has promoted Pam Lifford, former President of Consumer Products Operation, to the role of President of Global Brands and Experiences. Lifford has successfully increased business for Warner Bros since joining the team in 2016 and will be bringing her talents to DC Comics franchises among others. Her new role will involve developing products and activities for fans of DC, as well as working with HBO and Turner- sister companies to WarnerMedia.
Warner Bros. CEO, Kevin Tsujihara, has high hopes for Lifford. The decision has taken into account the current atmosphere of DC and comic fandom in general and hopes to develop an interactive experience that will strengthen DC’s relationship with their fans and fan’s relationship’s with each other.
“With competition for consumers’ attention more intense than ever, and brand awareness and loyalty more important than ever, this is a great way to help focus on creating opportunities for fans to meaningfully interact with our brands and franchises at a level beyond the screen,” Tsujihara said. “Pam has deep experience across consumer products and building emotional connections with fans, and in the two years she’s been at Warner Bros., has proven herself and her vision. I’m excited to have her bring that vision to this new business.”
Lifford will be working closely to develop content involving some of Warner Bros. most iconic characters, a role that her previous twelve years employed by Disney has prepared her for extensively.
“This is an incredible opportunity for us to super-serve our fans across a variety of platforms and venues throughout their lifetimes,” she said. “Warner Bros. has world-class characters and brands that are beloved around the world — from our licensed DC Super Heroes and the Looney Tunes and Hanna Barbera animated superstars to a library of over 10,000 films and TV shows — and we’re now making it a priority to bring these properties to fans in new and exciting ways. I’m thrilled to take on this challenge and look forward to working with my colleagues across the studio to make this new business a great success.”
It is noted that Jim Lee will continue to function as DC’s chief creative officer with Dan Didio as publisher, however, both will now report to Lifford. While not a direct confirmation, this seems to be Warner Bros. direct response to the vacancy created by Diane Nelson’s departure in June.