China-based Reesee Entertainment has tapped former Alpha Group exec Cici Zheng (pictured) as VP of content, global media and licensing.

In this brand-new role, Zheng is responsible for strengthening Reesee’s development division through content partnerships, worldwide television and digital media distribution and licensing. She started in mid-November and is also a joint partner in the company.

Zheng previously served as director of content development, global media and licensing for China’s media entertainment/toy company Alpha Group, where she worked on properties including Super Wings, Rev and Roll and Katuri.

In her new role, Zheng reports to CEO Ray Wang, who is a former Alpha exec himself, having served as president of Alpha International and chief content officer of Alpha Group prior to founding Reesee in 2018.

Reesee is currently developing four original animated series and most recently partnered with multi-channel network Xiaoling Toy to launch unboxing videos and retail extensions based on their brands. As part of that deal, Reesee is developing original animated content featuring Xiaoling Toy’s hosts Xiaoling, Yue’er and Summer, but it’s not yet known if this content will be one of Reesee’s four new original series.