Universal Products & Experiences (UP&E) has hired former Disney exec Rafael Macias to expand the experiential reach of its brands and characters globally. 

In his newly created role as EVP and global commercial officer of consumer products, Macias’ remit will include identifying new business models for brands such as Jurassic World and Minions and overseeing the development of the company’s consumer products and marketing businesses. He started on January 23 and reports to division president Vince Klaseus. 

Prior to joining UP&E, Macias worked at The Walt Disney Company for more than 20 years, most recently as SVP of third-party retail for Disney Parks, Experiences and Products, where he led the company’s North American marketing and brand development teams and executed go-to-market retail strategies for brands including Marvel, Star Wars and Disney. 

UP&E plans to ramp up its marketing and global consumer products programs to drive growth within its theme parks and at retail, said Klaseus in a release. Rafael will work across the division’s three core businesses, which are consumer products, games and digital platforms, and theme parks and retail.

Universal Parks & Resorts formed the UP&E division last September by merging its brand development and merchandise teams. The goal is to activate the company’s brands by developing new licensing partnerships involving retailers, e-commerce platforms and live entertainment.