Endemol Shine Group has made a number of appointments to its licensing and brand development team.

Frances Adams, previously director of brand development, has been promoted to the role of global director, brands and licensing. In her new role, Adams will manage the division as well as oversee Endemol Shine Group’s super brands such as “Masterchef,” “Simon’s Cat” and “Mr. Bean.” Adams has held a number of roles with Endemol Shine Group and previously served as creative director for BBC Worldwide Consumer Products.

Next, Jane Smith has joined the global licensing team as commercial brand executive. Smith will now help drive the commercial performance of brands within Endemol Shine Group’s portfolio, with a focus on growing the consumer products area.

Most recently, Smith has been acting as a licensing consultant with Endemol Shine Group. Prior to joining the group, she served as chief commercial and creative director at Entertainment Rights and executive director of the government-led twofour54 creative initiative in Abu Dhabi.

Finally, Endemol Shine Group has appointed Alice Bernardi to the newly created role of head of U.K. licensing. She will be responsible for growing the licensing and merchandising business in the U.K. by working with established and emerging IP across the U.K. group.

Prior to joining Endemol Shine Group, Bernardi worked at TLC and has previously positions at Viacom and Warner Bros.

“Frances has played an instrumental role in establishing the commercial partnerships team at Endemol Shine Group and is brilliantly placed to take on this new role and it is great to have Jane and Alice on board who bring with them a wealth of experience in the licensing field,” says Wim Ponnet, group director, strategy and commercial development, Endemol Shine Group. “Our goal is to continue to identify new strategic opportunities for our amazing on-screen brands off-air and drive forward the commercial performance of our portfolio.”