Universal Products and Experiences names industry veteran Rafael Macias as EVP, global commercial officer, Consumer Products.

As part of a strategic global expansion to deliver premium, fan-first products and retail experiences worldwide, Universal Products & Experiences (UP&E) has announced the appointment of Rafael ‘Rafa’ Macias to the newly created position, EVP, global commercial officer, Consumer Products. Reporting to Vince Klaseus, President, Universal Products & Experiences, Rafael will lead UP&E’s global commercial strategies, overseeing the development and execution of the company’s consumer products, retail sales and marketing businesses around the world.

In his new role, Rafael provides leadership and strategic oversight of global category and retail management across UP&E’s key commercial territories, strengthening alignment and accelerating and exploring new business models to evolve the business for future growth.

“Rafa’s deep industry and competitive experience makes him well positioned to drive our global commercial CP strategies and retail expansion,” said Vince Klaseus, president, Universal Products & Experiences. “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.”

Rafael joins UP&E with extensive experience across consumer products, retail, and marketing. Previously, he spent more than 20 years at The Walt Disney Company, serving most recently as SVP, Third Party Retail for Disney Parks, Experiences and Products. During his tenure at Disney, he also held leadership positions in the Home Entertainment division in both the US and Mexico.