Following the consumer products business growing exponentially under Pam Kaufman’s leadership, her role has been expanded to include live experiences.

With immediate effect, Pam Kaufman will take on the role of president, Consumer Products and Experiences, at Paramount Global.

In addition to leading the consumer products business representing over $5.5b in global retail revenue, Pam will now have oversight across the Paramount global portfolio of live experiences. This includes hotels, resorts, theme parks, tours and Broadway, as well as VidCon and gaming.

In her new role, Pam will continue to report to Brian Robbins, president and CEO, Paramount Pictures and Nickelodeon and chief content officer, kids and family, Paramount Plus and Raffaele Annecchino, president and CEO, Paramount international networks, studios and streaming.

Her current consumer products role includes managing worldwide product merchandising and licensing as well as business development, marketing, franchise planning, creative strategy, retail sales and consumer insights. The company is also expanding into non-fungible tokens (NFTs), in a collaborative effort driven by the consumer products division to bring some of the biggest Paramount’s franchises and characters to the metaverse.

Brian Robbins commented: “Pam Kaufman is a dynamic and authentic leader who deeply understands the consumer. Her engaging and strategic approach will create innovative consumer touchpoints offering fans even more access to experiences with our franchises and characters.”

Raffaele Annecchino added: “The consumer products business has grown exponentially under Pam’s leadership and we’re thrilled to expand Pam’s global role to encompass more ways our fans can experience our brands and IP. Pam is a visionary who leads with compassion, has boundless energy and is a unifying presence for our business across our global markets.”