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People Profile: Barbara Echevarria, SVP of Licensing, Marketing & Product at Paladone image

People Profile: Barbara Echevarria, SVP of Licensing, Marketing & Product at Paladone

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)?
Before I started to work in licensing I had been on the buying and merchandising side of a big retailer for 12 years and I was very familiar with licensed products as very successful components of my collections. I finally had the opportunity to jump to the other side—and with Disney of all licensors—so it was like a dream come true. Now I am on the manufacturer side of licensing, so it feels like I have completed the full circle.

What’s a “typical” day in your current position?
I am relatively new to my current role at Paladone, so a typical day involves talking with the team, understanding their challenges, and seeing where I can add the most value in the short, medium, and long-term. I also really enjoy coming to the office and being surrounded by product.

What’s your biggest personal or professional accomplishment?
I think my biggest accomplishment is still to come, but I will always remember the launch of Disney Baby as a global brand as one of my most exciting times in licensing. From developing the strategy from its inception to the execution of the brand and licensing plans, it was like starting a new business—with all its ups and downs.

What are the most significant trends or changes that you’ve seen in the business in recent years?
There has been a constant and rapid proliferation of new brands and licensing opportunities in recent years, bringing so many options to consumers and retailers. Back in the day, licensing was dominated by the content slates of the big entertainment studios. Now, we see incredibly successful licensing programs built at the back of old and new brands, new forms of content, and marketing activations.

What keeps you up at night? What’s your biggest challenge these days?
Remaining relevant to our consumers and making sure my team have everything they need to succeed.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
An active open-mindedness and being adaptable to the rapidly evolving licensing environment.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
Something that I still practice todayis to immerse myself in industry knowledge, cultivate strong relationships, stay consumer-focused, and remain adaptable to trends and changes.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
I could not choose only one! But I have always been fascinated by the powerful combination of fashion brands like Gucci, Loewe, Louboutin, or Karl Lagerfeld and their interpretation of character licensing.

If you weren’t in licensing, what would you be doing now?
Travelling the world with my sons, watching them compete internationally in volleyball and achieving their qualification to the Olympic Games.

The last licensed product I bought was…
A Grogu very cozy sweatshirt to keep me warm when working from home.

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