Lionsgate (NYSE: LGF) senior executive Tim Palen has been promoted to Chief Brand Officer (CBO) and President of Worldwide Marketing, it was announced Tuesday by Lionsgate Chief Executive Officer Jon Feltheimer.

Under his new long-term agreement, Mr. Palen continues to serve as the company’s top film marketing executive, running worldwide theatrical marketing operations across the company’s Lionsgate, Summit Entertainment and other labels.

He oversees all theatrical marketing campaigns and strategy, media, creative advertising and digital media initiatives. As CBO he is a member of the company’s senior decision-making team, and he will be responsible for developing, extending and marketing the company’s individual brands, franchises and corporate branding initiatives.

Mr. Palen is responsible for spearheading Lionsgate’s location-based entertainment team that, in the past year, has announced: The Hunger Games Exhibition nationwide tour that will launch in Times Square next month; the Hunger Games StageAround live theatrical experience debuting in England next summer; and The Hunger Games branded attractions that form a centerpiece of the Motiongate theme park opening in Dubai next fall, which will also include a Step Up live stage event.

Mr. Palen is also charged with exploring branding opportunities driven by other event properties as well as within categories in which Lionsgate has established content leadership.

Mr. Palen was the architect of the marketing strategy for the global blockbuster Hunger Games franchise whose first three films have grossed more than $2.3 billion at the worldwide box office.

His marketing campaigns have also helped drive recent box office successes including The Age of Adaline, John Wick and the CBS/Lionsgate teen comedy The DUFF.

Photo courtesy: Tim Palen