As part of a strategic global expansion to deliver products and retail experiences worldwide, Universal Products & Experiences (UP&E) announced the appointment of Rafael “Rafa” Macias to the newly created position, executive vice president, global commercial officer, consumer products.

Reporting to Vince Klaseus, president, Universal Products & Experiences, Macias will lead UP&E’s global commercial strategies, overseeing the development and execution of the company’s consumer products, retail sales and marketing businesses worldwide.

In his new role, Macias provides leadership and strategic oversight of global category and retail management across UP&E’s key commercial territories, strengthening alignment and accelerating and exploring new business models to evolve the business for future growth.

Macias joins UP&E with extensive experience across consumer products, retail and marketing. Previously, Macias spent more than 20 years at The Walt Disney Company. He served most recently as senior vice president, third party retail, Disney Parks, Experiences and Products, where he led the company’s North America Retail Sales and Marketing and Retail Brand Development teams. Additionally, Macias oversaw the development of Disney’s direct business models, go-to-market strategies and the establishment of their print-on-demand business. During his tenure at Disney, Macias also held leadership positions in their Home Entertainment Division in the U.S. and Mexico.

“Rafa’s deep industry and competitive experience make him well positioned to drive our global commercial CP strategies and retail expansion,” says Klaseus. “He joins us following record growth in our business, and we are primed to continue to deliver elevated product as well as increase our marketing and retail impact as we look to deepen our connection to fans and consumers both inside and outside our theme parks worldwide.”