Formerly serving as director of marketing, brands and licensing, Posen will now be responsible for the global merchandising program, as well as strategic sales and marketing plans across all key territories.
Posen will also be responsible for the global marketing strategy for the Rights and Development division, including independent production arm Walker Productions. Posen will continue to be a director of Walker Productions, with third-party producers and developers reporting directly to her. She will also manage in-house teams across the digital licensing, group licensing and merchandising and all marketing and communications for the new division.
“The new division is an opportunity for us to grow the commercial activities for the Walker Group in publishing, L&M, TV production and digital licensing across the globe,” says Helen McAleer, chief global development officer, The Walker Books Group, to whom Posen will report. “Julia’s expertise and vast knowledge of the industry ensures a world-class commercial rights management team to take characters and properties from across the group and develop them to their highest commercial potential.”
Posen joined Walker Books in 2010 following 12 years at BBC Worldwide.
“During the last two years at Walker Books I have worked on fantastic properties from classics like Guess How Much I Love You to the brand-new Tilly and Friends,” says Posen. “I’m looking forward to continuing to work with these brands as well as seeking and developing new projects on a global level. The division’s focus on new publishing brands, L&M, digital licensing and TV production presents us with many exciting opportunities for new properties and partnerships both within the Walker Group and beyond.”