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WWE announced Monday a new executive hire overseeing The Brand.
Long-time Mattel executive Julia Jensen has been hired to the position of “Vice President, Brand.”
Jensen will report to chief brand officer Stephanie McMahon. Her role will be “working across WWE’s business units to help drive revenue and further enhance the company’s brand reputation among key constituencies including advertisers, business partners, media, and investors.”
Jensen worked for 15 years with WWE’s toy license partner, Mattel, as VP of Global Brand Communications. WWE noted she was “responsible for overseeing global communications across all businesses and driving brand engagement and relevancy for iconic Mattel brands, including Barbie.”
The executive hire is the latest step in WWE’s emphasis on the company’s branding in the business marketplace, especially trying to improve WWE’s image and attract blue-chip advertisers partnering with NBC Universal.