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 profile one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find you)?
When I finished my advertising and marketing degree, I sent CVs to some promotional marketing agencies and I was hired by Promo V.I.P-Promo Staff Group, one of the pioneer licensing companies in Spain. Two years after that I was hired by Biplano Licensing, the leading independent licensing agency in Spain at that time, and it was my definitive falling in love with the brand licensing industry.

What’s a “typical” day in your current position?
If I’m not travelling attending a meeting out of the office, I usually answer all the emails I received and follow up on all of the tasks for that day. I have a list of tasks to do every day with a deadline to complete. I also dedicate some time to reviewing licensing newsletters and news related to the licensing industry, trends, etc. I love to do store checks too!

What’s your biggest personal or professional accomplishment?
I have identified some properties with huge potential for licensing and built a licensing program from scratch. This has been the case for some of the properties we represent at Edebé Licensing, like Catalina Estrada on a global basis or for Santoro’s Gorjuss in Spain. I’m also very proud to be a brand licensing teacher at some universities and business schools in Spain. I think it’s very important to introduce brand licensing as a great marketing tool to the new generations, especially future marketing professionals and business people!

What are the most significant trends or changes that you’ve seen in the business in recent years?
I think that the licensing business aimed to adults is growing because the birth rate is decreasing a lot, so now many companies are also developing licensed products targeted to adults and even to pets rather than children. 

What keeps you up at night? What’s your biggest challenge these days?
As an independent boutique licensing agent, it’s not easy to fight against giant licensors or licensing agencies, so I’m always keeping my eyes open to discover new brands, characters, and art that is not already working in licensing and that has huge potential.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
From my point of view, it’s a must to be very creative and provide great ideas to your clients. Also, you need to have passion for the licensing business—if you enjoy working in licensing, you probably will make great things!

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
You must be always very transparent with your licensors, licensees, and partners.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
I’m very proud of the licensing agreement we made with Paola Reina to develop the dolls of Santoro’s Gorjuss property. It was key to identify and select the right partner to develop the best quality products inspired by the Gorjuss characters, and Paola Reina is developing an amazing range of Gorjuss dolls.

If you weren’t in licensing, what would you be doing now?
I think I’m very creative, so I imagine I would be working as a Creative Director or in a similar role at some advertising agency.

The last licensed product I bought was…
I bought a Real Club Deportivo Espanyol supporter scarf last weekend. I’m a huge supporter and member of RCD Espanyol, the smaller football/soccer Club of Barcelona city. Very proud of that!