Pam Lifford, president, Warner Bros. Global Brands, has announced that Samantha Bushy will be the senior vice president, North America and head of e-commerce for Warner Bros. Consumer Products and Experiences. Bushy’s appointment is effective immediately. She will report directly to Lifford. 

Bushy will be responsible for the overall strategic direction, growth and development, consumer and category strategy, and retail and licensee relationship management for Warner Bros.’ consumer products unit in the U.S. and Canada. In addition, she will be the lead executive on e-commerce initiatives globally.

Prior to joining WBCP, Bushy was head of e-commerce – global marketplaces, WW Digital Channel at Apple, where she was responsible for driving e-commerce business strategy and establishing a differentiated customer experience for its global marketplace business on Amazon.

In addition to other significant roles at Apple, including leading the multi-year strategy and product feature roadmap for the Apple online store, Bushy worked in global business planning and strategy roles at Nike, Pacific Gas and Electric, as well as managed client services and corporate sponsorships for the New England Patriots.

“Direct-to-consumer engagement and commerce are critical components to our success and strategic vision. I am excited to leverage Sam's vast experience,” says Lifford. “She will provide exceptional insight, expertise and leadership to complement our amazing team.”