Disney has tapped 20-year company veteran Joss Hastings as Senior Vice President, Marketing, Disney Consumer Products reporting jointly to the media giant’s Chief Marketing Officer Asad Ayaz and Disney Consumer Products President Lisa Baldzicki. The appointment follows the recent announcement that Consumer Products will shift from Disney Experiences into Disney Entertainment – Studios.

Hastings, who has worked across consumer products, digital, music, parks and gaming, will lead marketing for the DCP business globally across teams to grow the business, strengthen Disney brands and connect with consumers, working closely with TWDC franchise, studio and business partners.

The longtime Mouse executive was previously VP, Marketing Strategy, and is replacing SVP of global marketing for Disney Consumer Products, Ron Faris, but with a new remit given the shift.

Recently she led Disney’s global Formula 1 partnership and delivered activations that expanded Mickey & Friends’ reach and relevance (including an event at the Las Vegas Grand Prix); a sold-out Gentle Monster collaboration at the Shanghai Grand Prix; and the expansion of the partnership into F1 Academy to capitalize on the growing momentum behind women’s sports.

She spearheaded a collaboration with Vogue where designers from around the world reinterpreted Mickey Mouse through the lens of their favorite era in support of the brand’s 100th anniversary celebration. She’s worked with major brands from LEGO to Lululemon to Gucci and developed award-wining campaigns including Dream Big, Princess, and Force Friday.

“Joss is one of those rare marketers who knows how to turn a big creative idea into something that connects with consumers, shows up in culture and drives the business. She knows Disney, our brands and our fans incredibly well, and has an outstanding track record of bringing teams and partners together on work that breaks through,” Ayaz said. “As Consumer Products enters this next chapter, I can’t think of a better leader to take its marketing forward.”