Nickelodeon has promoted digital specialist Jennifer Tracy to the newly created position of SVP, franchise and partner marketing.

In her new role, the former SVP of partner marketing will be responsible for creating multiplatform marketing campaigns and leading consumer marketing audience acquisition, customer relationship management and social content for a number of Nick’s popular brands including SpongeBob SquarePants, Teenage Mutant Ninja Turtles, PAW Patrol and Shimmer and Shine.

Tracy will report to both Anne Mullen, Nick’s EVP of creative and marketing and franchises and preschool, and partner marketing EVP Sharon Cohen. She will also continue to oversee the company’s Velocity Social Activation team that develops all social media content and influencer campaigns for Nick’s advertising partners.

Prior to Tracy’s most recent role, she served as Nickelodeon’s VP of integrated marketing and partnerships, and first joined Nick 12 years ago as director of online promotions for Nick.com and NickJr.com after working as director of partner services for Bolt.com.

Nickelodeon also recently upped Dion Vlachos to EVP of retail sales, marketing and publishing.