ViacomCBS Consumer Products Announces New SVP, Softlines Licensing

Jose Castro, senior vice president, softlines, fashion and lifestyle licensing and global collaborations, ViacomCBS, has announced Joann Acevedo has been promoted to senior vice president, softlines licensing, North America, ViacomCBS Consumer Products. Acevedo will lead strategy and growth across multiple categories of business including apparel, accessories and home furnishings. Acevedo will also partner with the Toronto-based ViacomCBS Consumer Products team to expand the softlines business throughout Canada.  

“Joann skillfully navigates softlines licensing across the beloved ViacomCBS brands and characters while working with a complex and diverse licensee matrix,” says Castro. “She continues to inspire our partners and drive excitement for our biggest priority initiatives, securing some of the largest ViacomCBS licensing deals to date.” 

Acevedo is charged with managing existing partnerships and developing new business opportunities for ViacomCBS properties across all softlines categories. She also focuses on specialty and department store retail accounts, executing exclusive campaigns that broaden the in-store footprint of ViacomCBS franchises.  

A 19-year Viacom veteran, Acevedo most recently served as vice President, softlines licensing. In that role, she secured partnerships for some of ViacomCBS’s biggest franchises including “PAW Patrol,” “SpongeBob SquarePants,” JoJo Siwa and “Yellowstone.”   

 Acevedo began her career as an apparel coordinator with the Nickelodeon Consumer Products team in 2003.