DreamWorks Animation has named veteran brand strategist Michael Francis to the newly created position of chief global brand officer.

Francis was most recently the CEO and founder of global brand agency Farview Associates and has decades of retail experience, having served as president of mid-tier US retailer JCPenney and as EVP and CMO of US giant Target Corporation, where he spent 26 years.

In his new role, Francis will be responsible for DreamWorks’ worldwide branding initiatives for all of the studio’s IP including Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon and Puss in Boots, as well as brand efforts around consumer products and franchise management.

He starts at DreamWorks immediately on a part-time basis and will take over the post full-time in February 2013.

The news comes on the heels of DreamWorks, in conjunction with its new distributor Twentieth Century Fox, announcing an ambitious feature film slate for 2013 to 2016, including a dozen CG-animated films.