Anita Gatto has joined Entertainment One Licensing’s pop culture and lifestyle division in the newly created role of vice president of marketing.

In June 2013, eOne acquired the brand licensing agency Art Impressions, which then became eOne’s pop culture and lifestyle division.

In her new role, Gatto will develop and implement marketing, PR and brand management strategies for eOne Licensing’s lifestyle and pop culture properties. She will also oversee the division’s marketing efforts across multiple channels to ensure long-term opportunities, with a particular focus on creating platforms for global retail programs in the U.S. 

Gatto joins eOne with more than a decade of global experience in marketing lifestyle brands including Tommy Hilfiger, John Varvatos, Chip and Pepper and Robert Graham. She also founded New City PR, a boutique firm specializing in fashion and entertainment brands.

“We are very excited to have Anita on board as we continue to build on our portfolio now as a part of eOne,” says Cindy Bailey, president, pop culture and lifestyle, eOne Licensing. “Anita’s expertise and relationships in the licensing community will support our quickly growing business. Our goal is to increase consumer participation with each brand via marketing, retail experiences, seeding and unique digital opportunities that will also cross-pollinate with other eOne divisions and partners. We’re truly taking a 360-degree approach to building entertainment brands.”