Warner Bros. Consumer Products has appointed the eCommerce veteran, Samantha Bushy to the role of vice president of North America and head of eCommerce.

The move comes as Pam Lifford, president of Warner Bros. Global Brands and Experiences details the company’s strategic vision of strengthening its direct to consumer and commerce abilities. Through the appointment of Bushy, the firm will “leverage her vast experience” and the insight, expertise, and leadership that she brings with her to the role.

Bushy will be responsible for the overall strategic direction, growth, and development, consumer and category strategy, and retail and licensee relationship management for WB’s Consumer Products unit in the US and Canada. In addition, she will be the lead executive on e-commerce initiatives globally.

Before joining Warner Bros. Bushy was head of eCommerce, global marketplaces with Apple Inc where she was responsible for driving eCommerce business strategy and establishing differentiated customer experience for its global marketplace business on Amazon.

Bushy has also worked in global business planning and strategy roles at Nike, Pacific Gas and Electric, as well as managed client services and corporate sponsorships for the New England Patriots.

Bushy’s appointment is effective immediately.