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’re profiling one of these professionals in this ongoing series developed in partnership with MyMediaBox.

Who are you?
I’m the Founder and Managing Director of LIBREX (AGENCY) LTD., a brand licensing agency specialising in sporting goods and fitness brands.

How did you get into licensing (or how did licensing find YOU😊)?
In my first job out of university I was a Marketing Manager for a chemicals company in their industrial road repair division, and they licensed their technology internationally. I wanted to make the switch into sporting goods or entertainment and after a couple of years moved to work for IBML, the licensing division of Frasers Group and the owner of brands such as Everlast, Kangol, No Fear and Slazenger.

What’s a “typical” day in your current position?
It could be anything from finding partners for my clients, reviewing business plans, or developing strategies for brand extensions.

What’s your biggest personal and professional accomplishment?
I think it’s yet to happen and hopefully the best is yet to come.

What are the most significant trends or changes that you’ve seen in the business in recent years?
For me it’s the explosion of collaborations. A great one adds a lot of value and is exciting for consumers, but I think there’s been a bit of overkill of late.

What keeps you up at night? What’s your biggest challenge these days?
For me, it generally centres on making sure LIBREX, which is still in its infancy, can prosper, whilst making sure I’m present as a father, husband, son, friend etc.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Putting credibility at the core of what you do, be that the categories in which you extend or the licensees/licensors you choose to work with.

What is the best piece of advice you ever received? OR What is your favorite quote?
One that sticks with me was from a lecturer with a lot of great experience outside of academia who taught us to prioritize effectiveness over efficiency.

What is your favorite licensing deal of all time? (doesn’t have to be one that was signed by you)
I don’t really have a favorite, but I admire the Reebok fitness equipment deal with RFE Fitness, which I think has been a well thought out brand extension that ties in with Reebok’s past partnerships in CrossFit and MMA.

If you weren’t in licensing, what would you be doing now?
Maybe something related to food. I spend an inordinate amount of time thinking of, looking at and eating food.

THE 2021 PEOPLE PROFILE SERIES IS BROUGHT TO YOU BY MYMEDIABOX

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