ViacomCBS Consumer Products has promoted three executives to SVP roles to develop the licensing and merchandise business of its franchises.

Lourdes Arocho (pictured right), formerly Vice President of Global Licensing at Paramount Pictures, is now Senior Vice President of Paramount Pictures Licensing, Global Games and Publishing for ViacomCBS Consumer Products. Based in Los Angeles and reporting to Pam Kaufman, President of ViacomCBS Consumer Products, Arocho will lead the international gaming and publishing business. Prior to joining Paramount in 2019, she held senior CP roles at NBCUniversal and Nickelodeon.

Former Vice President of Consumer Products Priya Mukhedkar (middle in photo) will now serve as Senior Vice President of Packaged Products. She will continue to oversee the consumer packaged goods industry in the United States, and her tenure expands to include managing its global promotions and seasonal operations. She joined ViacomCBS in 2018, and was previously responsible for marketing and strategic partnerships for Star Wars and Marvel consumer products at Disney. Based in Los Angeles, she reports to Dio Vlachos, executive vice president of hardlines and retail at ViacomCBS.

On the product design side, Chris Groll (pictured left), former vice president of design for CP, has taken on the role of senior vice president of consumer products. He will continue to lead a team of designers who shape the appearance of the company’s consumer products, with a focus on expanding the ViacomCBS brands into different products. He assumed the role of Vice President in December 2019, and prior to that he was Vice President of Real Estate Design for Viacom and Nickelodeon. He is based in New York City and reports to David Chustz, Executive Vice President of Global Creation at ViacomCBS Consumer Products.

The success of its franchises’ consumer products, including Sponge Bob SquarePants and Blue’s Clues and you!, motivated the company to increase these executives, according to a statement. ViacomCBS recently reshuffled its leadership ranks, and earlier this week it expanded the tenure of Chief Children and Family, Brian Robbins, to oversee children’s programming for Paramount +. ViacomCBS


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