Desk Details: Joe Lawson, Head of Brand Licensing at Calm

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?
I’ve never been a caffeine person. All I need is exercise and a shower to get me going.
What’s one item you always need on your desk?
A laptop and an external monitor… and far too many open tabs on my computer.
What unique skill or characteristic do you bring to your team?
Besides my broad experience across product categories and LBE with well-known brands, I like to believe I bring an easy-going demeanor that’s only gotten calmer with age (and maybe a little magnesium).
What is something you learned at a previous job that prepared you for your current role?
The key to great licensing is forging emotional connections with consumers. The best products turn consumers into willing brand ambassadors because the story you’re telling resonates with them in undeniable ways.
What is your favorite aspect of your current role?
Creating products and experiences that make people happier, sleep better, pause for mindful moments, and engage more deeply with their mental wellness.
What is one thing you would change about the licensing industry?
That it be taught more broadly in school. Most people I know in licensing fell into it, not knowing it was a career option.
If you had an extra hour in your workday, how would you use it?
I would catch up with a friend or colleague without checking my phone mid-conversation.
What is one thing you need to do every day to feel accomplished?
Make someone smile. Either with an email or text, a presentation deck, constructive creative feedback, a royalty check, or a signed agreement.
Are you a carry-on or checked bag traveler?
Keep calm and carry-on. No matter the length of the trip, I like knowing my bag will be there when I land.
What do you always have in your suitcase on a work trip?
Workout clothes. Even if I never get the chance to exercise, I like knowing I could.
If you weren’t in licensing, what would you be doing?
Writing and producing for TV and film. Something heartfelt, bingeable, and ready to inspire a robust licensing program.
What advice would you give to yourself 10 years ago?
Take a deep breath and always put yourself and your family first. Work will understand. And if they don’t, it might not be the right place for you.
What are you most excited about moving forward?
Helping people find calm in unexpected places and delivering more smiles along the way.