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)?
Licensing found me early in my career. At 15, I began working as a buyer for children’s products at Makro Atacadista. That’s where I first saw the impact of licensed brands like Looney Tunes and Animaniacs on sales and consumer behavior. This experience ignited my passion for licensing. My journey continued at Walmart Brasil, where I developed strategies for major brands such as Disney, Warner Bros., Monica’s Gang, and Barbie. Transitioning from buyer to licensor gave me a unique 360-degree view of the business. Later, at Grupo Garantia, I merged licensing with live experiences at Playcenter and Hopi Hari, notably through projects with Sesame Street. That’s where I truly saw how brands could come to life and form emotional connections with audiences. Over my 35-year career, I’ve contributed to the success of brands like Powerpuff Girls, Pucca, Backyardigans, SpongeBob, and Paw Patrol. I’ve come to see licensing not just as a business strategy, but as a bridge between emotion, consumption, and purpose.

What’s a “typical” day in your current position?
Leading consumer products in Latin America for Miraculous Corp requires a balance of global alignment and local relevance. I focus on crafting a “glocal” strategy for the Miraculous franchise, one that respects the brand’s global DNA while adapting to the cultural and market realities of each country in the region. My responsibilities include designing strategic 360-degree plans that center on our fans and consumers; supporting licensees in creating innovative, brand-aligned solutions; collaborating with global content, marketing, and digital teams; and presenting performance updates, forecasts, and leading a diverse regional team.

What’s your biggest personal or professional accomplishment?
Professionally, I’m proud of a purpose-driven career marked by resilience, integrity, and strong partnerships. I’ve helped shape brands that form emotional connections with audiences—especially Miraculous, which embodies courage, transformation, and purpose. We started some wonderful initiatives in Latin America for the brand, including Miraculous Day, which we now celebrate globally with retailer activations and experiences.

Personally, my proudest achievement is fulfilling my childhood dream of helping my parents and building a loving family with my husband and two children. Their support has been crucial to my journey. Discovering Buddhist philosophy also transformed how I face challenges, helping me live with more courage and gratitude.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The shift from linear to non-linear content and the rise of social media have dramatically changed the industry. Streaming platforms and digital creators now drive influence, redefining how consumers discover and engage with brands. Studies show 84% of Gen Z and 81% of Millennials consume content daily on digital platforms. Licensing professionals must be data-driven, agile, and authentic to keep up. For digital-native brands, this shift is an opportunity to innovate and connect in real time with fans.

What keeps you up at night? What’s your biggest challenge these days?
Expanding the success of Miraculous across Latin America is both my greatest challenge and motivation. It’s about much more than market penetration—it’s about creating meaningful, culturally relevant experiences for fans across retail, products, and content.
Balancing global consistency with local authenticity requires strategic vision, creativity, and deep market understanding. But it’s this very challenge that energizes me. 

In your opinion, what is the top skill every licensing executive should have in order to succeed?
First, a deep understanding of the brand—its values, voice, and audience—is essential. Equally important is the ability to analyze data, interpret trends, and respond to consumer insights. Strong communication and relationship-building skills are also vital. Supporting partners, co-creating solutions, and fostering long-term collaborations are key to sustained success. Finally, curiosity and adaptability are indispensable. The licensing landscape evolves quickly, and staying ahead means listening actively and being open to constant reinvention.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
The best advice I ever received came when I was promoted to Director of Licensing at Warner Bros. and was told “never lose your humility or your essence, no matter your title.” It grounded me and has guided every step of my career. A personal mantra I live by is “make a difference wherever you are.” It reminds me to lead with authenticity, empathy, and a sense of purpose.

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 licensing success stories is with Miraculous: Tales of Ladybug and Cat Noir. Early in my time with the company, I closed a pan-regional deal with GUM for an oral care line from Sunstar—my very first deal! I’m proud to share that we’ve recently renewed this partnership, which continues to perform well across the region. Another standout was my first licensing contract was with Lupo. It began modestly but grew into a major success, showing the value of strategic growth and trust in partnerships. 

If you weren’t in licensing, what would you be doing now?
If I weren’t in licensing, I might be a psychologist. I’ve always been deeply interested in human behavior, emotions, and the transformative power of connection. Earlier dreams included writing (which I’ve fulfilled) and studying dentistry, though circumstances required me to work instead. Over time, I discovered that my true passion lies in helping people grow and connect whether that is through mentoring, spirituality, or storytelling. Ultimately, my purpose remains the same—building bridges that inspire transformation. 

The last licensed product I bought was…
A Wednesday Addams doll by Novabrink for my goddaughter. Her joy reminded me of the emotional impact that strong brands have—delighting, inspiring, and creating lasting memories.