Global Brands Group has named Jason Weisenfeld president of Seven Global, its recently announced joint venture with David Beckham and Simon Fuller.

In his new role, Weisenfeld will oversee the growth of Seven Global, including the continued development of the Beckham brand globally in multiple consumer product categories and expanding the joint venture’s interests by creating large-scale global brands in partnership with a number of other high-profile iconic sports and entertainment stars and rights holders.

“We are very pleased to have Jason lead this exciting venture, as he brings a proven track record in building world-class brands, from launching new businesses, to advising prestigious brands and fashion industry icons on their development,” says Bruce Rockowitz, chief executive officer and vice chairman, Global Brands Group.

Weisenfeld brings more than 25 years of expertise in building luxury and lifestyle brands including Coach, Net-a-Porter and Versace. Previously, Weisenfeld played an instrumental role in the launch of a number of successful brands and businesses including Net-A-Porter and Victoria Beckham, where he was a key member of the original team that launched the brand. Weisenfeld has a long-standing relationship with the Beckhams, and has worked closely with David on several fashion-related initiatives.

“Jason has been a friend and trusted advisor of mine for over 10 years,” says David Beckham. “I have seen his results firsthand, and I am thrilled to bring him on to lead this new business.”

Weisenfeld’s extensive experience in business development and collaborations includes Coach, where he most recently served as senior vice president of global brand communications and collaborations. Prior to that, Weisenfeld was a founding partner of Lividini Weisenfeld Partners, where he was responsible for the strategy and brand development of several high profile initiatives including the re-launch of Lord & Taylor, the Elton John AIDS Foundation, and introducing a series of proprietary brands at some of the largest retailers in the U.S.