The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. We profile one of these professionals each week, and in this special edition of the People Profile series we are introducing one of the 2024 Rising Stars Award recipients to shine a spotlight on their success.

How did you get into licensing (or how did licensing find you)?
My path into licensing evolved naturally through the development of my role at Iceland Foods, where I initially focused on the account management of our exclusive branded partnerships. I loved building relationships with our branded partners and learning more about the magical world of licensing. This experience helped me to understand the value of strategic alliances and the potential of licensing to create distinctive offerings that resonate with Iceland’s customers as well as driving new consumers into Iceland’s stores. Iceland EB partnerships have grown to over 30 licenses delivering around £350 million in sales revenue each year!

What’s a “typical” day in your current position?
My role is incredibly varied, and truly no two days are the same. It ranges from day-to-day communication with exclusive branded partners to new product development and from licensing agreement negotiations to project managing the successful delivery of exclusive projects amongst other key priorities, including the development of strategies to drive sales and customers into our stores. I also keep my finger on the pulse with the types of product innovation and licensing partnerships launching in both UK and international retail.

What’s your biggest personal or professional accomplishment?
I’d like to think that my biggest accomplishments are still yet to come—I am still incredibly new to the industry and believe there is still a long way to go in order to transform the face of UK retail. That being said, myself and the team at Iceland Foods have launched more products under license in the last two years then the whole of UK retail combined. This has been achieved through innovative partnerships with iconic brands such as Mars, Greggs, Slimming World, Cathedral City, Heinz, and Myprotein, to name just a few. I’ve also been able to streamline processes and, through the introduction of “supplier speed-dating,” enabled Iceland to rapidly reduce launch timelines and maximize the number of impactful product launches.

What are the most significant trends or changes that you’ve seen in the business in recent years?
In recent years, UK retail has seen trends emphasizing convenience, affordability, and a growing appetite for customers to be excited and delighted by true innovation. Online shopping growth has accelerated and, the customers for each channel are very different, require differing products and purchasing mechanics. The influence of data-driven insights is transforming how retailers understand and engage with customers, creating highly personalized shopping experiences. The importance of innovation and driving a point of difference within retail has been key for Iceland.

What keeps you up at night? What’s your biggest challenge these days?
My biggest challenge today is balancing rapid innovation with Iceland’s commitment to affordability. Meeting evolving customer expectations while maintaining accessible prices requires a dynamic approach. I’ve focused on creating unique, high-quality products that stand out in a competitive market without compromising on value—a task that demands constant adaptation and strategic foresight.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
The top skill is adaptability. This includes the ability to understand evolving market trends, anticipate brand shifts, and quickly respond to consumer demand while negotiating effectively. Adaptability ensures the ability to navigate diverse partnerships, stay innovative, and align with both retailer values and consumer expectations, keeping the licensed brands fresh and relevant through product innovation.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
“Anything is possible—it’s all about how far you’re willing to go to make it happen.”

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
I have always been interested in licensing within fashion and contemporary art, both of which have come alive over the last few years. I have been fascinated following the increasing number of collaborations, some of which you would have never expected, like Burberry X Gosha, Omega X Swatch, Damien Hirst x Alexander McQueen, and Supreme X Louis Vuitton to name just a few. The disruptive nature of those partnerships brought together two contrasting customers and took each sector by storm.

The last licensed product I bought was…
The last I purchase remember has to be one of our own creation—the first-to-market, world first ‘Pepper X’ +18 ready meal, which created an enormous amount of customer excitement and social/PR buzz.

What does it mean to you to be named a Rising Star?
Being named a Rising Star is a huge honor, especially as I’ve been recognized alongside the very best up-and-coming talents within licensing. This recognition inspires me to keep pushing boundaries in licensing and retail, driving growth, and making a real impact in the industry. It’s also a testament to the support and hard work of my incredible team and partners, who make these achievements possible.

The Rising Star Awards recognize the next generation of leaders around the world for their commitment, passion, and contributions to their company and the licensing industry. This year’s Rising Stars will be recognized and celebrated at the Hall of Fame Gala Luncheon in New York City on December 4th, 2024.