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)?
I first encountered licensing when I was working as Group Marketing Manager at ACP Magazines, across titles such as The Australian Women’s Weekly and Dolly. Both brands had well‑established licensing programs spanning categories like travel, homewares, and soft lines. Working on these brand extensions opened my eyes to the power of licensing—they allowed us to engage audiences beyond our traditional channels and brought the editorial pillars of each masthead to life in new, meaningful ways. That experience sparked my interest in the broader world of brand licensing and ultimately led me into the industry.

What’s a “typical” day in your current position?
My days include strategic planning with our local and global teams, reviewing new product concepts, discussing the next big thing in live entertainment, and meeting with partners across toys, retail, publishing, and FMCG. Bluey is such a dynamic brand and we’re constantly making sure we’re delivering the right products and experiences at the right time. More broadly, I love working at BBC Studios and the creativity it invites. I’m surrounded by brilliant partners and passionate teams, so it’s hard not to feel inspired daily.

What’s your biggest personal or professional accomplishment?
Professionally, helping shepherd Bluey from a beloved Australian show into a global cultural phenomenon is something I’m immensely proud of. This is my second stint at BBC Studios, and in my first I was involved in the groundwork of the Bluey licensing program, supporting the launch of our first product categories and helping establish the framework that now guides our global partnerships. Personally, it’s knowing that the work we do helps families connect. When someone tells me their child learned to play a new game, or simply laugh a little louder because of Bluey, that feels like the biggest accomplishment of all.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The biggest shift has been the rise of holistic, experience‑led licensing. It’s not just about toys or apparel—fans now expect brands to show up in live events, digital spaces, gaming, food, music, and more. Bluey’s success across multiple touchpoints shows how powerful that cross‑category approach can be when the storytelling is both relatable and authentic.

What keeps you up at night? What’s your biggest challenge these days?
The pace. Kids’ expectations evolve so quickly, and you’re always balancing innovation with maintaining the heart of the brand. With Bluey, we’re incredibly protective of its essence, so the team and I are constantly thinking about how we can scale thoughtfully whilst making sure every partnership, product, and experience still feels like Bluey.

In your opinion, what is the top skill every licensing executive should have to succeed?
I think you need equal parts creativity and discipline. Creativity to imagine what a brand could be in different categories and discipline to say no when something isn’t quite right.

What’s the best piece of advice you’ve ever received, or what’s your favourite quote?
To be an effective leader, you should aim to “manage yourself out of your role.” In other words, develop your team and empower them to grow so that you can grow too. Progression doesn’t always mean a promotion, it can simply mean evolving your remit, taking on new challenges, and helping your team do the same. My favourite quote is from Audrey Hepburn: “Nothing is impossible. The word itself says I’m possible!” It’s a reminder to stay optimistic and open to possibility.

What is your favourite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
One of my favourites will always be the very first Bluey deal we did with Bonds. It set the tone for what strong, thoughtful collaborations could look like and still feels like a milestone moment. That said, there are so many standout partnerships across the industry that continue to inspire me.

If you weren’t in licensing, what would you be doing now?
I’d probably be an event planner, or doing something that brings together creativity, innovation, and strategy. I’m drawn to roles where you can blend big ideas with detailed execution and create experiences that resonate with people.

The last licensed product I bought was…
A Bluey Fuzzies surprise pack—purely for “research,” of course! We’ve recently released this super‑cute collectible line with Moose Toys, which I suspect fans (my own kids included) will be racing to collect.