Former BuzzFeed senior vice president Eric Karp is joining the Vox Media team, which includes New York Magazine, Vox, The Verge, The Cut and more. Karp will be responsible for leading the strategy, operations and P&L of this new line of business to create a significant new revenue source aligned with the company’s brands.

“Eric has a proven track record of developing brand licensing businesses in creative and organic ways,” says Pam Wasserstein, president, Vox Media. “I know that we have great untapped potential in consumer products and retail programs that Eric will help us unleash.”

Since 2017, Karp was senior vice president, licensing at Buzzfeed, where he was responsible for strategic oversight and creative direction of all key product categories: publishing, home, food & beverage, and consumer promotions. He led a cross-functional team of ten, and created multi-year, multi-department partnerships with major retailers in the U.S. and abroad, including Walmart, Target, Amazon, Macys, Kaufland, Interspar and Big W. Prior to joining Buzzfeed, Karp was general manager, licensing at Crayola, and earlier in his career held licensing roles at a variety of companies in the gaming, publishing and entertainment space.