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?
My day usually begins by scanning global and industry news online and identifying relevant stories and potential opportunities. We monitor newspapers and trade newsletters daily at LtPR, because our clients rely on us to be their eyes and ears to the ground. We’ve found some of our best journalist contacts and feature ideas this way.

What’s one item you always need on your desk?
A cup of tea!

What unique skill or characteristic do you bring to your team?
I enjoy mentoring team members and ensuring communication flows within the team, particularly as there is more remote working. It’s crucial that everyone feels that their voice is heard.

What is something you learned at a previous job that prepared you for your current role?
In previous roles I worked in-house with theatrical and home entertainment teams, so I appreciate that our clients are working long days across global timelines and under a lot of pressure, so not to take delays or campaign pivots personally and also that part of our job is to give them the outside perspective gained from working across lots of different properties and demographics. It can save them a lot of time and budget in the planning stages!

What is your favorite aspect of your current role?
Seeing people light up when their favourite character, film, or TV show is brought to life through an activation, whether that’s during a press junket, a retail pop-up, or an influencer event. Watching both adults and children experience genuine joy in those moments never gets old.

What is one thing you would change about the licensing industry?
It would be great to have more in-person client meetings like we used to pre-lockdown. Video calls are great for time efficiency and family life, but they aren’t the best way for people to have those more honest, off-the-cuff conversations where ideas can be exchanged. And it’s harder to build relationships remotely. That’s why trade shows and client entertainment have become increasingly important.

If you had an extra hour in your workday, how would you use it?
It’s an occupational hazard in PR that we’re often so focused on amplifying our clients’ brands that our own storytelling gets pushed down the priority list. I’d use that extra hour to shout more about the agency: sharing case studies, celebrating wins, and making sure the great work we do gets the visibility it deserves.

What is one thing you need to do every day to feel accomplished?
Make meaningful progress on my to-do list, especially the tasks I may have been putting off… like budget breakdowns! Ending the day knowing I’ve moved something forward is what makes it feel productive.

Are you a carry-on or checked bag traveler?
Carry on—who wants to hang around baggage reclaim?

What do you always have in your suitcase on a work trip?
A notepad and pen.

If you weren’t in licensing, what would you be doing?
Working in another sector of the entertainment industry. Casting, perhaps?

What advice would you give to yourself 10 years ago?
Your network is everything—always take time to stay in touch with the friends you make along the way.

What are you most excited about moving forward?
I’m really curious to see how Gen Alpha will impact licensing and popular culture generally. They are so digitally confident and creative, having grown up with devices and easy access to a huge back catalogue of film, TV, and music. Coming of age during the rise of AI and processing an overwhelming amount of information is certain to spark some interesting things.