Pam Lifford, president of consumer products at Warner Bros. Entertainment Inc., has been promoted to lead a new division that will oversee Warner Bros.’ brands, including its popular DC franchise.

Warner Bros. Global Brands and Experiences will be tasked with increasing consumer engagement through “curated experiences” aimed at “multi-generational” fans.

“With competition for consumers’ attention more intense than ever, and brand awareness and loyalty more important than ever, this is a great way to help focus on creating opportunities for fans to meaningfully interact with our brands and franchises at a level beyond the screen,” Warner Bros. Chief Executive Kevin Tsujihara said in a statement.

Warner Bros. has not named a replacement to lead its consumer products branch, which the studio says will be led by its current management team.

The Burbank media and entertainment company is owned by AT&T Inc.