Sanrio, the lifestyle company behind Hello Kitty, has appointed Jill Koch as chief brand officer for the US and the Americas, effective last month.

The company says Koch will lead Sanrio’s brand strategy and creative vision across the Americas, guiding its next phase of growth and expanding its reach across entertainment, consumer products, digital experiences, retail and storytelling. The company said the strategy will deepen connections with existing fans while introducing its characters to new generations.

“Jill Koch has been a true force behind Sanrio’s growth in North America over the past two decades,” said Craig Takiguchi, CEO for the US and the Americas, as Koch stepped into the role from her past position as SVP of brand.

“Throughout our evolution, Jill has been at the heart of defining our brand while consistently anticipating the cultural trends shaping each new generation. There is nobody more dedicated, passionate, or uniquely qualified to lead our brand into the future.”

During her previous tenure at Sanrio, Koch helped drive the company’s multi-platform transformation, leading the launch of its award-winning Hello Kitty and Friends YouTube channel and first original animated YouTube series, as well as its inaugural Roblox experience and ‘Hello Kitty Island Adventure’, Sanrio’s first original multiplayer game.

“Our characters have created meaningful emotional connections with fans for generations, and I’m excited to continue building on those connections by creating new ways for people to experience the brand,” said Koch.

“Whether through entertainment, experiences, or everyday moments, we have an incredible opportunity to bring even more people together while staying true to the friendship, kindness, and inclusivity that have always defined Sanrio.”

Koch will remain based at Sanrio’s North American headquarters in Los Angeles, reporting to CEO Craig Takiguchi and working closely with the company’s global headquarters in Tokyo.