Warner Music Group has appointed Jasen Wright as director of licensing in the consumer products and brand licensing department, as part of an effort to amp up its licensing programs.

Wright will focus on expand the company’s activities in non-traditional areas of business and guiding the marketing of new products. He will also be responsible for growing relationships with domestic and international licensees and identifying new merchandising and retail opportunities with existing partners.

“Consumer products are an increasingly powerful way for artists to expand their career and excite a passionate following,” says Sara Nemerov, senior vice president, consumer products and brand licensing. “We are thrilled to have Jasen join WMG, as his talent, experience and contacts make him a fantastic addition to our growing consumer products and brand licensing team.”

Prior to joining WMG, Wright served as director of licensing at The Beanstalk Group, where he oversaw licensing activities for brands such as Ford Motor Company, Harley-Davidson and NBCUniversal.