The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. Each week we’re profiling one of these professionals in this ongoing series developed in partnership with MyMediaBox.

How did you get into licensing (or how did licensing find YOU)?
I had been working in Sales & Marketing for the Hyatt International hotels chain and suddenly got a head-hunter call searching for a Licensing manager for ELC (European Licensing Company), representing Warner Bros, Cartoon Network and many brands of international football clubs in 2010. I didn’t know what licensing meant and still don’t know how they got my profile, but it seemed very interesting and new, but still in sales. It was uneasy decision to leave hospitality, but intuition shouted that I had to jump into the colorful new world of brand licensing.

What’s your biggest personal and professional accomplishment?
Professional is hard to state, but, I guess, the biggest was the launch of a brand new licensing agency in Russia from zero to the success – Pullman Licensing, which used to represent Viacom, Paramount Pictures, emoji, Robocar Poli and many other properties. I was invited to build the company by its owner, while I was already working for Disney Russia, and again, it was an uneasy and challenging decision – to stay in one of the best companies in the world, or accept the challenge again and grow up rapidly and with risk.
The Personal is very connected with professional, as I always chose life changes and new ideas instead of a calm and stable way of life. When I moved to Moscow at age 16 and was working as a dishwasher, I decided that I will get the best job, the best life and will achieve everything, no doubt. The same happens in every sphere of my life – sports, hobbies, work. And I love that – to see that everything depends on yourself!

What are the most significant trends or changes that you’ve seen in the business in recent years?
Licensing is growing very fast everywhere and especially in Russia. Even 15 years ago it almost didn’t exist at all, therefore, the changes that have happened during these years are significant. Currently the business of the industry is growing, we have almost all international brands represented in Russia and the number of local hits is growing. It is very exciting to be a part of the market and part of the team that grows this market.

What keeps you up at night? What’s your biggest challenge these days?
The very challenging and unknown future. 2020 and 2021 are unique years, which change the market totally, and you can never predict what happens next. You must be always ready and flexible, wise tactically and strategically. This always gives an opportunity to grow as a personality in all spheres.

What is the best piece of advice you ever received? OR What is your favorite quote?
Oh, I have plenty of favorite quotes:

• If you want different results in business or/and life – you have to take different steps from those you used to.
• When you end-up, you will be evaluated not by the number of attempts, but by the quality of the result.
• Human capital consists of talent and hard work
• The main project of your life – is YOU

What is your favorite licensing deal of all time? (doesn’t have to be one that was signed by you)
It’s a very difficult question, as I have so many of them. One bright one was an “emoji” deal with Sberbank – the Russian state bank, when clients got a debit card with the “emoji” emotions. I love my “long-ago” project in Disney – humidifiers with Mickey Mouse and Winnie the Pooh with the company “Rusklimate”. Just now we have signed a deal for seeds for children’s gardens under Be-be-bears and Fantasy Patrol brands – which is so unique and unusual! But I love every deal, as it is amazing to see your initial ideas about “what to license” turn into products, which you then see on the shelves!

The last licensed product I bought was…
Mug with “Game of Thrones” as a present for my friend

THE 2021 PEOPLE PROFILE SERIES IS BROUGHT TO YOU BY MYMEDIABOX
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