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)?
Like a lot of people, it was a happy accident. I was originally working as a primary school teacher and was pretty sure that I didn’t want to do that for the rest of my life, so I took a risk and left without a plan. I thought I would ‘have a go’ at being in the corporate world to see if I liked that any better. I got a junior role at a technology company in Cambridge, UK, where Ciarán Coyle (who is now the President & CEO of LMCA) worked as the COO. Ciarán was subsequently offered a job at Beanstalk and, knowing that I had itchy feet, told me there was a role available. I applied, got the job, and moved to London within a few weeks—that kick-started my career in licensing in a “flying by the seat of my pants” fashion!

What’s a “typical” day in your current position?
I now have a pretty non-typical licensing role, so that’s a hard one! I am part of a big team (more than 200 people) at Stobbs, which is a brand advisory company helping anyone from individuals through global brands owners to manage their IPs. I always have licensing projects on the go (advising brands owners on strategy or execution options, reviewing proposals and license agreements, helping find and vet potential new licensees) but I am also involved in wider company projects. I am part of our AI team, I write licensing-related content for LinkedIn, and am often spending time on business development, raising the profile of Stobbs within the licensing community.

What’s your biggest personal or professional accomplishment?
Trying to stay true to my values in a professional context. I have definitely made mistakes, but I have learned that a top priority for me is that the culture and values of a business or brand need to align with mine. Just one of a few situations I have faced was that I was asked to manage a relationship with a brand that I was not comfortable with. I knew it was a potentially career-limiting conversation to say that I wasn’t prepared to do it. Fortunately, in that situation my boss was fantastic, but it could’ve gone very differently.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The saturation of licensing. I feel like when I started out in licensing (in 2002) many brands were aware of and engaging with licensing but perhaps not to the extent they are today. The rate of partnerships and collabs launching daily just seems to be at a phenomenal rate now—even with brands that I’ve never heard of or that are tiny! Or maybe I’m getting old?! That said, it still surprises me how many brands don’t license or don’t know what they are doing in relation to licensing; I don’t think we’ll be out of a job any time soon! 

What keeps you up at night? What’s your biggest challenge these days?
Rarely does anything work-related keep me awake at night. I have always been pretty good at turning my work phone off at the end of the business day and focusing on other things. My biggest challenge workwise is AI. I know I need to keep up for my own sake, for what we are doing as a business, and for how we advise our clients. But some days my head just hurts!

In your opinion, what is the top skill every licensing executive should have in order to succeed?
I think a great attitude towards learning a wide range of skills would be the top one. If we want to be trusted advisors, whether that’s for brand owners, manufacturers, or retailers, we need to have a good understanding across multiple different business functions and how they all connect. If I’m permitted a second one, it’s having a good understanding of the numbers. The numbers (MGs, royalties, debts, etc.) tell the story of what’s going on with the licensees’ business, and ultimately the programme.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
Because we’re in a licensing context, it’s, “We’re not saving lives here, we’re just doing some licensing!” Whilst originally said to me in jest, I find that when things get a bit stressful, reminding myself of this advice puts everything in perspective.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
I think the LEGO Star Wars agreement, which I believe was signed in 1988! I think it was LEGO’s first license and played a part in keeping the company afloat at one point.  Twenty-five years later you’ve got to admire whoever was smart enough to do that first deal, as Star Wars is apparently still one of LEGO’s top performing brands.

If you weren’t in licensing, what would you be doing now?
Maybe I’d still have be a primary school teacher if I hadn’t been brave enough to take a risk! Now I think I’d like it to be something to do with renovating houses or interior design/homewares. 

The last licensed product I bought was…
Longchamp ophthalmic glasses, I think! (Licensed to Marchon Eyewear.) For someone who works in licensing, I don’t seem to buy licensed product that often!