There’s a lot more to being a WWE Superstar than just putting on a performance in the ring. Everything a WWE Superstar does reflects on their brand, and it looks like the company is trying to help their talents on that front.

The Wrestling Observer Newsletter reports that WWE is opening a Talent Brand Management department and the idea is to directly oversee all branding, including social media, for talents on all platforms both with WWE and outside of the company.

The goal is to work to establish a clear identity for the individuals, to manage external agencies and parties representing talents, track growth, establish rate cards for talents working outside of WWE, and establish new opportunities.

The company is currently looking for a vice president and director to be in charge of the division.

The heads of the department will report directly to Stephanie McMahon. This will reportedly be the first time Stephanie has overseen a department since she left creative.