Macy's today announced that Will Coss has joined the company as vice president, executive producer of branded entertainment.

In this role, Coss is responsible for all planning and production of the brand's annual events, including the Macy's Thanksgiving Day Parade and the Macy's 4th of July Fireworks. He reports to Richard Lennox, Macy's chief customer officer.

As executive producer, Coss will oversee the ideation, design and construction, creative direction, logistics, operations, and the NBC national broadcast and marketing partnerships for Macy's event portfolio.

Coss brings to Macy's multi-platform production experience across many networks and content providers in media, including Nickelodeon, MTV, VH1, YouTube, VICE, NBC and Live Nation. An Emmy-nominated producer, he most recently managed large flagship events at Nickelodeon and has been the recipient of the Peabody Award for his work on "CNN Heroes: An All-Star Tribute," among other accolades.

"Macy's tentpole events have played a key role in the lives of our customers and fans for generations, bringing people together in celebration," says Lennox. "I am pleased to welcome Will as the new leader of the extraordinary team who envision, design, build and execute these incredible events each year that enthrall and delight millions nationwide. With his exceptional experience in live entertainment, he will help the team break new ground as the Parade marches towards its centennial and Macy's continues to bring magic to the public with our line-up of annual celebrations."