Bronwen O’Keefe, the Harlem Globetrotters’ first-ever global head of content, has been upped to also lead brand marketing for the world-famous exhibition basketball team.

On the heels of a 22-year career at Nickelodeon, O’Keefe spent a year consulting for the organization, and then officially joined last June to head up content strategy and develop original IPs for the Globetrotters and Herschend Entertainment Studios, which produces animated series such as Chuggington and Splash and Bubbles (a co-pro with The Jim Henson Company). In her newly expanded role, O’Keefe is now also handling marketing for both businesses. 

Based in New York, O’Keefe will continue to report to fellow Nickelodeon alum Keith Dawkins in his role as president of Harlem Globetrotters and Herschend Entertainment Studios. 

The Harlem Globetrotters just scored a deal for a 10-day August residency—the team’s first such appearance—at the American Dream mall in New Jersey. And last month, the basketballers won 14 Telly Awards for their NBCUniversal series Harlem Globetrotters: Play it Forward with Hearst Media Production Group. It’s estimated that the Globetrotters have entertained 150 million fans and performed in more than 120 countries since the team was first formed in 1927.