Warner Bros. Consumer Products has set up former Apple exec Samantha Bushy as its new SVP of North America and head of e-commerce. Starting today, she will report to Pam Lifford, president of Warner Bros. global brands and experiences.

Bushy is the first person to take on this new role, which was created as Warner Bros looks to expand its direct-to-consumer and e-commerce reach, according to a release.

She will manage all global e-commerce initiatives and oversee the overall growth and direction of WB’s consumer products, retail and licensing business in the US and Canada.

Before joining Warner Bros., Bushy headed up e-commerce at Apple, managing the company’s presence on Amazon and the growth of its Apple Online Store. Prior to that, she served as senior demand planner for Nike, where she identified trends and oversaw its business categories.

Bushy joins Warner Bros. while e-commerce continues to boom, thanks to COVID-19 shutting down in-person shopping. More and more companies are turning to digital retail alternatives, and toycos Mattel and Hasbro saw their e-commerce sales climb by 50% in Q3 2020.

Warner Bros. has been focused on increasing consumer engagement for its brands; in 2018, it tapped Lifford to lead a global franchise team that now works across all of the studio’s divisions. And in 2020, the company secured CP deals with Spin Master for new Harry Potter and Fantastic Beasts-themed toys and with Moose Toys for new products inspired by its Looney Tunes franchise.