DC‘s new structure has added a new member to the team as Daniel Cherry has been added as senior vp and general manager. Cherry comes from the world of ESports. He previously was the chief marketing officer of Activision Blizzard’s ESports division. Cherry will also oversee business development with senior vp, business strategy, finance and administration, Anne DePies.

Cherry was also previously the chief marketing and innovation officer for the New Jersey Devils NHL franchise and held marketing and advertising roles at spirits company Diageo, the New York Cosmos, Anomaly, and Wieden + Kennedy.

The hiring of Cherry signals DC will be more focused on the digital side of things going to direct to consumers expanding their marketing channels. It comes after a restructure at Warner Media that saw mass layoffs at DC and other entertainment divisions. DC Direct, the collectibles division, was eliminated while services like DC Universe are being folded more into HBO Max while the digital comic offering’s future is unknown.

With the hiring of Cherry, Jim Lee, the chief creative officer and publisher, will take on new responsibilties regarding DC’s overall brand.

Cherry begins his new role on September 8.

(via The Hollywood Reporter)