Paramount has promoted long-time Nickelodeon and Viacom executive Pam Kaufman into a new role as president of consumer products and experiences, starting today.

She is now responsible for steering Paramount’s global live experience business, which encompasses hotels, resorts, theme parks, tours, Broadway, VidCon and gaming. Kaufman will also continue to oversee the global consumer products division, which generates US$5.5 billion annually at retail with brands such as SpongeBob SquarePants, PAW Patrol and Star Trek. And now she’ll be able to build more touchpoints with consumers through Paramount’s experiential portfolio, according to a release.

Kaufman continues to report to both Brian Robbins (CEO of Paramount Pictures and Nickelodeon) and Raffaele Annecchino (president and CEO of Paramount International Networks).