In a first for the studio, Sony Pictures Entertainment‘s (SPE) consumer products division is establishing a Shanghai-based licensing office with Sabrina Gu leading direct deals in the territory as director of consumer products, China. The program furthers SPE’s commitment to bolster its presence in international territories.

Gu will continue to dual-report to Joseph Liao, chief marketing officer Beijing, and Jamie Stevens, EVP worldwide consumer products. Gu will expand SPE’s licensing opportunities in China and lead relationships with business partners in the territory.

Gu has been in the licensing industry for nearly 15 years. She started at Disney in 2004, and was at the forefront of the licensing business’ emergence in China. She previously worked at Nike and Mattel Asia Pacific.