Paramount Pictures has tapped Sabrina Ironside to serve as senior VP of brand management.

Ironside will oversee Paramount’s film branding activities with retailers, including consumer products and theatrical and home media windows. She will also develop brand strategies for Paramount’s new animation division.

“In the management of our many existing film franchises, and the development of brand strategies for future film product, Sabrina will play a key role on the Paramount team,” said LeeAnne Stables, Paramount’s president of consumer products & exec VP, worldwide marketing partnerships.

Ironside recently served as VP of worldwide marketing for Wild Brain Entertainment, where she managed family entertainment brands such as “Yo Gabba Gabba!.”  She also spent 10 years handling marketing and licensing for 20th Century Fox and News Corp., notably overseeing corporate and promotional partnerships with Nestle, Intel, Procter & Gamble, Pepsi, Frito-Lay and Burger King for shows such as “The Simpsons.”