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)?
It found me! In 2023, my role in the RHS eCommerce department was coming to an end when Cathy Snow, RHS Licensing Manager, asked me if I’d be interested in joining her team. At that point, I had no experience in licensing. However, Cathy saw potential in me, noticing that I had transferable skills, a strong work ethic, and a deep understanding of the RHS, all of which she believed would help me thrive in the fast-paced world of licensing. After some soul-searching, I said yes. I’m so glad I did! Two years on, with invaluable support and mentorship from the team, I can confidently say I’ve found an industry I’m genuinely passionate about. The licensing community has been incredibly welcoming, and I’ve had the privilege of engaging in insightful conversations with professionals, retailers and brand owners.

What’s a “typical” day in your current position?
No two days are ever the same in my role, and that’s exactly what I enjoy most. One day might start with reviewing product approvals for calendars and diaries before moving into researching new licensing categories by lunchtime and finishing with discussions around new business opportunities, spanning everything from gardening to food and drink. On another day I could be touring a chocolate factory, attending a trade show, or meeting with partners. My role is to help shape products that align with the RHS brand without limiting the innovation that our partners bring. The variety, the creativity, and the collaborative nature of the work are what make this role so rewarding.

What’s your biggest personal or professional accomplishment?
Winning the Rising Star Award at the 2025 Brand & Lifestyle Licensing Awards will always be a standout moment for me. It was a fantastic way to round off my first two years in the industry! While I’m thrilled, of course, that my hard work and dedication have been recognised, I will never forget that the award also reflects the support and encouragement I’ve received from the incredible team around me. I’m proud of what I’ve achieved so far and this recognition has only strengthened my drive. I’m excited for what lies ahead and motivated to continue learning and, in turn, to keep building meaningful partnerships and delivering creative, high-quality licensed products.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The rise of unexpected brand collaborations. The ones that feel like unlikely pairings often stand out the most—they surprise people, spark curiosity, and make you see both brands in a new way. These bold, unconventional partnerships are fantastic because they show just how creative and exciting licensing can be.

What keeps you up at night? What’s your biggest challenge these days?
I think one of my greatest challenges is maintaining high standards while helping the RHS brand expand into new categories and reach new audiences without compromising the integrity or reputation of the UK’s favourite gardening charity. Not only must every product we endorse or license reflect the quality and values of the RHS brand, it’s also about finding the right partners. They need to align with our vision of making gardening a fundamental part of life. Though the brand is highly appealing, not every potential partner is the right fit. And even with the right one, reaching the ideal agreement often requires significant time, care, and collaboration.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Success as a licensing executive comes from having a real mix of skills. Integrity, honesty, and consideration allow you to build trust, while creativity and vision help you to spot opportunities others might miss. Strong industry contacts and a solid reputation are essential. You also need tenacity and the ability to stay calm and adapt when things don’t go as planned.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
One piece of advice that has always stayed with me came from my parents, who have always encouraged me to “give it a go.” It’s simple guidance, but powerful. You might not always succeed, but at least you tried—and often, that first step is the most important. This mindset is especially relevant in licensing, where not every opportunity turns into a successful deal but where each experience teaches you something valuable.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
I’m fortunate to work with a wide range of fantastic licensees and brands, but if I had to highlight one, our collaboration with Radley (on two special-edition collections of horticulture-inspired leather handbags and accessories) really stands out. Being involved in the process from initial concept through sampling, production, and launch for the last two collections has been incredibly rewarding. It’s exciting to see the range performing so well and I’m looking forward to future collaborations. As someone with a background in art and photography, I also really enjoy working on the RHS Calendar and Diary ranges with Danilo. We’re lucky to have access to such a rich archive of historic artwork and striking photography. Of course, curating the imagery is a real labour of love, but it’s also deeply satisfying to create products that share our passion for botanical art and visual storytelling with consumers.

If you weren’t in licensing, what would you be doing now?
I would probably be pursuing my original aim of being a wildlife photographer and filmmaker—I studied marine and natural history photography at university. Photography has become more of a hobby over the years, but I’m lucky that my role at the RHS still gives me the chance to flex those creative muscles. The stunning gardens at RHS Garden Wisley, where I am based, and the RHS Chelsea Flower Show provide endless photographic inspiration. Keep an eye out for some of my photos in our upcoming A5 Diary with Danilo!

The last licensed product I bought was…
Our RHS Endorsed SylvaGrow® Peat-Free Seed Compost from Melcourt. I know it sounds like shameless self-promotion, but it’s a product I genuinely use. My partner is a passionate gardener, growing everything from vegetables to cut flowers from seed, so we get through an impressive number of bags each year!