Barry Ziehl, who currently oversees worldwide public relations and marketing for Warner Bros. Consumer Products has been named SVP , Public Affairs and Strategic Initiatives for WB Entertainment. Ziehl replaces longtime WB vet Lisa Rawlins who retired at the end of 2015.

In his new role, Ziehl will assume oversight of Warner Bros.’ public affairs team, including corporate responsibility and the further integration of philanthropy and sustainability initiatives into the company’s corporate values and business interests. Working with in-place executives, including Michael Walbrecht, Vice President, Public Affairs, Ziehl will also be responsible for state and local government and community relations efforts, representing Warner Bros.’ interests on key industry-related legislative, regulatory and production issues. Additionally, he will work with Myers to identify opportunities and develop strategic worldwide initiatives to enhance Warner Bros.’ brand reputation while supporting the company’s global operations and broader business goals. He’ll assume his new responsibilities in the coming weeks and report directly to Dee Dee Myers, Executive Vice President, Worldwide Corporate Communications and Public Affairs, Warner Bros, who announced the appointment today.

“Barry is a bold strategic thinker, terrific manager and seasoned executive who will be a tremendous asset to our Corporate Communications and Public Affairs team,” said Myers. “He brings an invaluable mix of public relations, marketing and strategic planning skills, as well as experience working across divisions at Warner Bros. I couldn’t be more excited about working with him as we continue to shape and communicate the Warner Bros. story.”