WWE has named Sarah Cummins senior vice president of consumer products. In her new role, Cummins will oversee the implementation of WWE's worldwide consumer products business including licensing, e-commerce, venue sales, home entertainment and publishing.
Cummins’ experience spans more than 25 years of licensing, media and business development skills and marketing.
Before joining WWE, she worked as head of business development and strategic partnerships at New York Road Runners where she supervised media distributions, sponsorships and licensing endeavors.
Other roles include more than 15 years at United States Tennis Association, most recently as managing director, and vice president of licensing and custom sales at Vineyard Vines.