Fashion, consumer licensing and marketing veteran P.J. Pierce has joined the talent and media firm APA as an agent in the branded lifestyle division.

Prior to joining APA, Pierce was vice president of licensing at CBS Consumer Products. During his five year tenure, Pierce spearheaded the licensing and merchandising of properties across the company’s programming portfolio with deals including “America’s Top Model” at Walmart, the bebe for 90210 collection, Jabot Cosmetics for “The Young & The Restless” and home furnishings and décor for “The Good Wife.” 

Before his time at CBS, Pierce spent seven years as director of licensing at Sweetface Fashion Company, where he helped launch the JLO by Jennifer Lopez fashion brand, establishing licensing partners across all categories and extending the brand globally.

“P.J. is a seasoned and accomplished licensing and marketing executive who has worked with some of the biggest brands in fashion and consumer products,” says Jim Gosnell, president and chief executive officer, APA. “I’m very pleased to have him join our branded lifestyle team and look forward to his helping us continue our growth in this sector.”