Beth Goss has been named chief brand officer at 20th Century Fox Film, Variety has learned.

In the newly created position, Goss will manage and try to craft opportunities for fan engagement around the Fox film brands, including current releases, library titles, and projects in development. Fox’s stable of franchises includes “X-Men,” “Avatar,” and “Planet of the Apes.” Her appointment comes as Stacey Snider continues to make her mark on the studio, after taking over as sole chairman and CEO of the film business. Last summer, Jim Gianopulos, who oversaw the film division with Snider, left the company after working there for more than a quarter of a century. Part of Snider’s mandate is to create the kind of major tentpole productions that will cater to global audiences, and will inspire merchandising opportunities, theme park rides, and other branded offshoots that Goss will presumably be helping to orchestrate.

“We are thrilled to have Beth on board to help create this exciting new role at our company,” Snider said in a statement. “She is an experienced global entertainment executive, who, I know, will have great success working with our stakeholders, creative-rights holders, filmmakers and executives throughout the company to maximize the potential of our core properties.”

Goss has served as a consultant to the studio for the last few months. She previously founded and led 8.Eight Entertainment, a content distribution consultancy. Prior to forging off on her own, Goss served as the executive vice president of Cartoon Network/Adult Swim. She also had executive positions in branding, and film and television distribution at NBC/Universal and PolyGram Filmed Entertainment. Goss began her career in advertising.

“I could not be happier to join 20th Century Fox Film at such an exciting point in its history, and in such an important role in today’s extremely competitive climate,” Goss said in a statement. “I view this job as building communities and developing multiple touch points for fans to interact with the Fox film brands.”