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 studied law in Ensenada, Mexico, and began my career as a legal assistant at a print-on-demand company. During my time there, a licensing department was created, which gave me my first exposure to the industry. At the beginning, I knew very little about licensing, but everything changed when I attended Licensing Expo in 2019. Seeing the creativity, brand partnerships, and business opportunities that licensing creates was incredibly inspiring. I immediately knew it was an industry I wanted to be part of, and I’ve been passionate about it ever since.

What’s a “typical” day in your current position?
After a morning workout and a large cup of coffee, I usually start my day by reviewing emails and prioritizing any urgent matters before jumping into my first calls. From there, no two days are exactly the same. My day can include meeting with partners, reviewing deal proposals, negotiating contracts, evaluating new product opportunities, and collaborating with cross-functional teams. That variety is actually one of the things I love most about licensing. Every day brings new challenges, opportunities, and brands, which keeps the work both engaging and rewarding.

What’s your biggest personal or professional accomplishment?
One of my biggest personal accomplishments was graduating first in my class after 14 years of studying classical ballet. Ballet taught me discipline, resilience, dedication, and the value of hard work, qualities that have stayed with me throughout my career. Professionally, being recognized as a Global Rising Star in 2025 has been one of my proudest achievements. It was incredibly rewarding to be recognized for the impact of my work and professional growth in the licensing industry.

What are the most significant trends or changes that you’ve seen in the business in recent years?
It’s hard to choose just one! Social media, content creation, and the way both kids and adults consume entertainment are constantly influencing and reshaping trends in the licensing industry. As a Millennial, one of the most exciting trends for me has been the rise of the “kidult” consumer. Nostalgia, fandom, and collectability have transformed the market, creating new opportunities for brands to connect with audiences beyond traditional age groups. It’s been fascinating to see products and franchises that were once geared toward children resonate so strongly with adult consumers.

What keeps you up at night? What’s your biggest challenge these days?
Like many people, one of my biggest challenges is finding the right balance between my professional and personal life. I care deeply about the work I do and tend to be detail-oriented, so I’m always thinking about how to bring my best to every deal and partnership. In a fast-paced industry like licensing, there are always new opportunities, trends, and ideas to evaluate, so I try to balance being thoughtful and thorough at work while also making time for the things that recharge me outside of it.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
I would say strategic thinking, supported by creativity. With so many products and brands competing for consumers’ attention, you need to find creative ways to make a product stand out while staying true to the brand’s core values and identity. I’d also add resilience. Licensing is full of opportunities, but not every conversation turns into a deal. I believe that you never lose; you either win or learn, and that mindset helps you stay optimistic, adaptable, and focused on continuous growth.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
“Believe you can, and you’re halfway there.” It’s a reminder that mindset matters. I’ve found that when you approach challenges with confidence and a willingness to learn, you’re already setting yourself up for growth.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
I loved MGA’s Miniverse Real Music Britney Spears Special Edition. As a longtime music and Britney fan, I thought it was a creative blend of nostalgia, collectability, and music, made even better by the fact that it actually plays snippets of her songs.

If you weren’t in licensing, what would you be doing now?
I think I would still be working in the entertainment industry because I’ve always been drawn to it. Music has always been a big passion of mine and, before finding licensing, I often imagined myself working on the legal side of the music business.

The last licensed product I bought was…
Mattel’s Disney Princess Ariel Mermaid Doll & Pool, which I bought as a gift. As a Disney fan, it was an easy choice.