By Allison Watkinson
Universal Products & Experiences has appointed Rafael ‘Rafa’ Macias to lead the company’s global commercial strategies.
Macias’ newly created position at UP&E is officially titled EVP and global commercial officer of consumer products. In his new position, he will oversee not only strategy, but also consumer products development, retail sales and the marketing business.
“Rafa’s deep industry and competitive experience makes him well positioned to drive our global commercial CP strategies and retail expansion,” said UP&E president, Vince Klaseus. “He joins us following record growth in our business, and we are primed to continue to deliver elevated product as well as increase our marketing and retail impact as we look to deepen our connection to fans and consumers both inside and outside our theme parks worldwide.”
UP&E is a division of Universal Parks & Resorts, part of NBCUniversal, which is a subsidiary of Comcast Corporation. It works to expand the global reach of NBCUniversal’s brands, character IPs, and entertainment franchises.
The division accomplishes this through consumer product licensing for theme parks, location-based venues, e-commerce platforms, and retailers around the world.
Macias joins UP&E from The Walt Disney Company where he worked on the company’s consumer products, retail, and marketing at various positions for more than twenty years.
Most recently, Macias worked as SVP of third-party retail for Disney’s parks, experiences and products division.