Pam Lifford was named President, Warner Bros. Global Brands and Experiences in September 2018, with responsibility for the Warner Bros. Consumer Products, DC, Themed Entertainment and Global Franchise businesses. In 2019, all of WarnerMedia’s consumer products operations were moved under Warner Bros.
WBGBE was founded to align strategies and increase consumer engagement across the company’s key brands and franchises, while supporting and furthering the Studio’s ongoing initiatives to move its businesses and products closer to the consumer. Through WBGBE, the company has increased opportunities to develop and grow consumer relationships over time and across the breadth of a franchise, with a multi-generational focus on these interactions so there are lifelong opportunities for engagement. Additionally, through expertly curated experiences, fans are able to create moments and memories, further strengthening their connection with Warner Bros.’ and DC’s iconic characters, brands and franchises.
In her role as President, WBGBE, Lifford is charged with developing all-new fan-engagement business opportunities as well as working to align the current fan-focused activities of WBCP, Themed Entertainment and DC that lend themselves to next-level development. She also works with all divisions of the Studio to ensure that every touchpoint for cross-divisional and cross-company collaboration is maximized. Additionally, she coordinates with WarnerMedia sister companies as well as various AT&T divisions when appropriate. Global Brands and Experiences operates with a “never go dark” approach, offering consumers compelling opportunities 24/7, everywhere they interact with Warner Bros.’ IP.
Lifford joined the Studio as President, Warner Bros. Consumer Products in February 2016, with responsibility for all WBCP business functions, including domestic and international licensing, worldwide marketing, business and legal affairs, finance and retail business development related to some of the most highly regarded entertainment franchises in the world. In her first year at WBCP, she increased overall business by 47 percent and has continued a consistent growth trajectory through her second and current year.
With more than 25 years of experience, Lifford is widely respected across the consumer products industry and was recently inducted into the LIMA Hall of Fame. She spent 12 years at The Walt Disney Co., rising through the ranks to become a member of the consumer products executive leadership team where, as Executive Vice President, she oversaw the global home, fashion and infant businesses. In this capacity, she worked directly with licensees and major retailers around the world on innovative merchandising and retail programs that drove significant business growth for the company. Lifford also worked at Quiksilver, Inc., where she served as Executive Vice President, Global Licensing. Earlier in her career, she held positions at Road Runner Sports and Nike.