Universal Brand Development has appointed Michelle Hagen as senior vice president of consumer products retail development.

In her new role, Hagen will lead the strategic development and implementation of Universal’s consumer products at retail, drive programs that build long-term franchises and maximize revenue of the company’s entertainment portfolio of theatrical and television properties.

She will also evaluate key insights and tracking measures as well as identify critical areas of growth as the retail sector evolves.

Prior to joining Universal Brand Development, Hagen was senior vice president of global partnership marketing at Universal Pictures. During her 10-year tenure, she was responsible for strategic development, creation and negotiation of global theatrical and DVD partnerships for Universal Pictures. She joined the company in 2006 after managing her own partnership marketing agency, The Hagen Company.

“Michelle has a strong and comprehensive understanding of the Universal brand and has proven to be highly successful in elevating our franchises and properties in the global consumer marketplace,” says Manuel Torres Port, executive vice president, worldwide consumer products, Universal Brand Development. “We are thrilled to welcome her to the team as her extensive experience will be instrumental in launching new retail initiatives, while further extending our brand across the globe.”