
Desk Details: Caitlin Maloney, VP Creative at OGX
The global licensing community is guided by an incredible group of senior executives whose diverse backgrounds and creative energy drive innovation and excellence. Each month, we’re profiling one of these professionals in this ongoing series.
How do you start your day?
Shower, skincare, vitamins, coffee—revolutionary, I know. My husband and I also do the NYT crossword together almost every morning. I’m very proud of my average times!
What’s one item you always need on your desk?
Chapstick—specifically Burt’s Bees Tinted Lip Balm in the shade Red Dahlia. And two or more beverages.
What unique skill or characteristic do you bring to your team?
Empathy and just a touch of calculated chaos. I am a creative, after all.
What is something you learned at a previous job that prepared you for your current role?
One of my first bosses, at a job in the live music industry, used to tell me when I got overwhelmed that “it’s just rock and roll, we’re not saving lives.” While I believe the work we do in providing entertainment and creating memories is important, it’s also essential to maintain perspective in challenging moments. I’ve carried that phrase close to my heart.
What is your favorite aspect of your current role?
I get to work with incredible people, and every day is different.
What is one thing you would change about the licensing industry?
I’d love to see more willingness across the industry to take creative risks, especially in how IP shows up in experiential or location-based formats. There’s still so much untapped potential in crafting emotional, unexpected moments that go beyond surface-level brand activations.
If you had an extra hour in your workday, how would you use it?
To take a walk (away from screens) and look for inspiration or take a one-on-one call. Changing my environment is one of my most reliable tools.
What is one thing you need to do every day to feel accomplished?
Find a moment of levity. Whether it’s an eye-roll-inducing pun or a well-placed GIF reaction, I like to remind my team that we’re in the business of fun—and to always find opportunities to laugh together.
Are you a carry-on or checked bag traveler?
Carry-on, unless I’m headed to an on-site install or strike work and bringing a Leatherman.
What do you always have in your suitcase on a work trip?
A just-in-case swimsuit.
If you weren’t in licensing, what would you be doing?
I’d still hope to do experiential or event-based creative work, just outside of the licensed realm.
What advice would you give to yourself 10 years ago?
To have more confidence in my creativity and own my opinions.
What are you most excited about moving forward?
Smarter, stranger, more joyful work. I’m always chasing ideas that surprise people and make them feel something—and the more I can lean into weird, wonderful, emotionally resonant experiences, the better.