From in-person experiences at theme parks, shows and pop-up events, to fashion, toys, books, comics and digital experiences, Lifford’s divisions have reached fans of all ages around the world. Those touchpoints create long lasting emotional connections to the company’s iconic characters and storytelling that go beyond the screen. Building fan experiences and engagement is Lifford’s superpower. We’re talking the “Harry Potter” franchise, “Game of Thrones,” Wonder Woman” and so much more. And then there is DC FanDome, a direct to fan global online event reaching 220 countries and over 20 million fans. She also helped with the launch of multiple titles featuring DC’s first Black female superhero Nubia. Lifford is proud to be part of the leadership team that will work with WarnerMedia’s just-announced “Fellows” program. “The six-month program is designed to provide executives of color with access, visibility and opportunities to connect with industry leaders,” she says.
Best initiative to come out of one of your company’s Employee Resource Groups?
WarnerMedia recently launched a Fellows program, and I’m incredibly proud to be a part of the senior leadership team they will get to hear from and work with. The six-month program is designed to provide executives of color with access, visibility and opportunities to connect with industry leaders. Fellows will hear from senior leaders across WarnerMedia including Jason Kilar, Jeff Zucker and more as they expand their business acumen and increase their exposure within WarnerMedia.
My best advice for fostering open, honest communication…
You must actively participate in it as leader. People give back what you put in, so truly listening to what others are saying (and aren’t saying), making sure you’re accessible, and accepting whatever you’re being told as their truth are all key. Responding back in kind and being on that equal plane as human beings is what fosters true dialogue and understanding.
What’s been the most dramatic change in your sector of the business today vs three years ago?
It’s the race to keep fans engaged and being at the finish line when they show up. It doesn’t matter your sector of the entertainment business; we are all feeling it. Consumer behavior has changed, and the pace of that change is accelerating. People are watching, buying, communicating, eating, listening…all of it…in whole new ways. How do we serve them in all those places, and keep them excited with our content when they arrive? Anticipating and planning for that is exciting. It also might keep me up at night thinking about it.