Universal Products & Experiences Names New EVP

Ruth Balbach will take over for Brian Robinson.

License Global

April 18, 2023

Ruth Balbach.Universal

Ruth Balbach has been promoted to executive vice president, global brand strategy and creative,

Universal Products & Experiences

(UP&E).

In this role, Balbach will lead the teams responsible for global brand strategy and insights, global creative and product design, retail and brand marketing, multimedia/productions and operations.

Brian Robinson has accepted a new role as executive vice president, chief creative officer, Universal Creative in Orlando.

Balbach came to UP&E through the DreamWorks Animation acquisition and has made an impact leading the brand creative team with design and branding work while also leading creative strategy, foundational design assets, retail transformation and design, as well as multimedia creative. Ruth was also instrumental in the recent Universal Parks brand purpose and campaign work.

Prior to joining DreamWorks, Balbach was a creative leader at Target for more than 13 years.