New global franchise organization to be developed as Pam Lifford, president, global brands, franchises and experiences, announces her departure to focus on family, while Julian Moon, head, European consumer products, announces retirement.

License Global

October 26, 2023

3 Min Read
Warner Bros Discovery Logo
Warner Bros Discovery LogoWarner Bros Discovery

Bruce Campbell, chief revenue and strategy officer, Warner Bros. Discovery (WBD), has announced a new global structure for its global brands, franchises and experiences (GBFE) division. The division comprises WBD’s worldwide consumer products, themed entertainment, franchise management and development and DC Comics businesses.   

The announcement comes as Pam Lifford, president, global brands, franchises and experiences, announced her decision to step back from her role to focus on her family.

Several new leaders have been named as part of the restructuring, all of whom will report to Campbell.

Robert Oberschelp will become the new head, global consumer products. Oberschelp currently leads North American consumer products for WBD and has over 30 years in the industry, including time at NBCUniversal, The Walt Disney Company, Williams-Sonoma and Quicksilver.

Preston Kevin Lewis, head, consumer products, Latin America and retail management for the Americas, will also add responsibility for North America Consumer Products, reporting to Oberschelp.

Julian Moon, head, consumer products, EMEA and Asia Pacific, announced his retirement in 2024 after 33 years at the company. In the coming months, he will report to Oberschelp and work with him and WBD leadership on succession plans.

Peter van Roden, head of global themed entertainment, will continue leading the licensed location-based entertainment, theme parks and in-person experiences businesses. His team manages the strategic partnership with Universal Destinations & Experiences for “The Wizarding World of Harry Potter” and oversees Warner Bros. World Abu Dhabi and The WB Abu Dhabi, as well as global experiences inspired by the Wizarding World, DC, Looney Tunes, “Scooby-Doo,” “Game of Thrones,” “Friends” and more. 

Campbell also announced he will recruit a new global head, franchise, who will work closely with Campbell and the senior creative leadership team at WBD. This new leader will be responsible for developing the company’s global IP portfolio across all businesses at WBD, working closely with the respective leadership of film, television, games and others.

Lifford joined Warner Bros. in 2016 as president, consumer products and is credited with developing the organization into a global, franchise-based business while increasing revenues five-fold during that time. She announced her decision to step back and focus on her family during an all-hands meeting on the WB Lot in Burbank.

“When I joined the company back in 2016, we set out on a mission to transform the division and how WB thought about fans,” says Lifford. “Today, our team owns franchises, products, in-person experiences, DC and keeps our global consumers engaged in our IP 24/7. I couldn’t be prouder of what we’ve accomplished together. Today, the group is poised to take all of this forward with the new leadership across the studio and company.”

“Pam is an extraordinary leader and unique in the entertainment industry,” says Campbell. “She’s brought tremendous value and thought leadership to the company over the years, and while we wish she were staying on, we understand and appreciate the commitment to family first. She put a tremendous team in place, and I look forward to what we will do together.”

The changes announced are effective Nov. 27. 

About the Author(s)

License Global

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