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 was always interested in fashion, design, and business. I started my career as a buyer, working for Anthropologie in Philadelphia when there were only a few stores and the catalog was just launching. I wanted to build on that experience and moving to New York felt like the natural next step. A headhunter saw my product development background and recommended I interview for a role on the international licensing team at the Jim Henson Company. I honestly had no idea what that really meant, but the role sounded very interesting and was an opportunity to explore a new side of the retail and fashion industry. I went on the interview with a totally open mind and immediately loved the combination of creativity, relationship building, strategy, and fashion. It felt like a perfect fit for my skill set—I took the job and started my career!

What’s a “typical” day in your current position?
I am not sure there is such a thing as a typical day, which is one of the things I love most about my job. Peanuts is such a fun and versatile brand, and I am lucky enough to work with a dynamic and dedicated team of people. So, my day might include creative brainstorms with designers, working with marketing to support the launch of a new global collaboration, reviewing financial projections, opening a mountain of boxes of samples, discussing brand strategy with the broader team, or pitching Peanuts to a new partner. Oh, and always answering a ton of emails!

What’s your biggest personal or professional accomplishment?
Nothing is ever accomplished alone, but I am very proud of having built our U.S. collab business. What started as one or two very small high-end programs has grown to become a significant part of our overall business, including many long-term partnerships with some best-in-class global brands. Collaborations have been an integral part of our brand positioning, helping elevate Peanuts in the apparel space from a primarily fourth-quarter business to a robust, accessible, year-round lifestyle and fashion brand that remains relevant and on trend, appealing to all generations.

What are the most significant trends or changes that you’ve seen in the business in recent years?
Heading up the softlines team with a focus on collaborations, we spend a significant amount of time working with partners and our marketing team to support product launches. In recent years, the dependance on social media for product launches has made it increasingly difficult to break through in a crowded landscape. The launch is no longer just about introducing a product—it’s about telling a story and creating an emotional connection that people want to engage with and share. Peanuts is a natural for both and, as a result, these campaigns have become much more elaborate and multi-dimensional. Our partners are investing in new animation, activations, and social media strategies designed to drive engagement and ideally viral moments. The challenge is to find the right balance between generating excitement and buzz and still making sure that the campaign feels authentic to Peanuts.

What keeps you up at night? What’s your biggest challenge these days?
Having just celebrated our 75th anniversary, Peanuts is a beloved, heritage brand—and with that comes with a lot of responsibility! After 21 years, I also feel personally invested and passionate about protecting and preserving the legacy that Charles Schulz created. What keeps me up at night is the question of how to continue to grow our business and engage new fans while always making sure that Peanuts remains authentic and true to its DNA. We want to keep the brand relevant and accessible to new generations without becoming overly commercial or compromising the heart of what makes Peanuts so special. Ultimately, our goal is to ensure that Peanuts has another 75 years of creating meaningful connections with fans around the world.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
From my experience, success comes from the ability to build strategic relationships with best-in-class partners as well as analyze and react to market and retail trends while also being scrappy, creative, and flexible. The ability to adapt your approach to new challenges, trends, and opportunities is essential.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
When I was first starting out in business, my father told me that throughout his career, the qualities he valued most in colleagues and leaders were consistency, fairness, and flexibility. I have always tried to hold myself to that standard.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
One of my favorite Peanuts collaborations was with HUF (which launched back in 2016) when we were just starting to transition our apparel business to position ourselves as a relevant fashion and lifestyle brand. It was one of the first times I worked with a partner where we really captured what was authentic to both brands and created a collection that allowed new and longtime fans to see Peanuts characters through a completely new lens. I still refer to this collection in creative kick-off calls with new partners to demonstrate how by thinking differently, focusing on lesser used characters like Spike and Pig Pen, and finding alignment in messaging can create something that feels authentic, new, and compelling. I was thrilled to work with the HUF team again this year and I am excited to be launching our third collection this fall.

If you weren’t in licensing, what would you be doing now?
I have always had an interest in fashion and design, so I imagine I’d be working in a creative field—perhaps in interior design

The last licensed product I bought was…
The last licensed product I bought was actually Peanuts! I was in Japan meeting with our team and taking a firsthand look at the incredible business we have built there. I came home with the most adorable Snoopy chopstick rests from the Snoopy Museum in Tokyo. The last non Peanuts licensed products I bought were from the Farm Rio x Adidas collaboration. I am always watching Adidas collabs for inspiration—they consistently produce some of best in the business.