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 has been the golden thread weaving through my entire career. It started at Kellogg’s Snacks Division, working on promotions for iconic brands like Cheez-It and Rice Krispies Treats. From there, I managed the Pokémon master toy license at TOMY International, which was incredible given that built-in fan base. Now at Newell, I oversee inbound licensing strategies across our entire portfolio—Sharpie, Elmer’s, NUK, Yankee Candle, Contigo, Coleman, and more. What drew me to licensing was the unique challenge of creating authentic brand partnerships that feel natural rather than opportunistic, turning two separate fan bases into one powerful community.

What’s a “typical” day in your current position?
No two days are the same, that’s what I love most. I might start helping brand teams solidify licensing strategies based on consumer insights, then move to negotiating deals or getting content updates from entertainment studios. One day I’m discussing a Mattel collaboration for Graco, the next I’m securing a Disney renewal for NUK. I also work closely with our digital marketing team on influencer partnerships and manage compliance processes. I’ve become the go-to internal expert that brand teams trust for partnership strategy.

What’s your biggest personal or professional accomplishment?
I take pride in creating industry firsts. Early in my career, I managed Kellogg Snacks’ partnership with Microsoft Xbox, the first company to bring gaming to cereal aisles and the first global promotion launched across 12 international markets. At Newell, I secured Contigo’s first-ever licensing deal with PAW Patrol, opening new distribution channels for its kids’ portfolio. I also helped negotiate Coleman’s first country music partnership with Kane Brown, reaching younger demographics while honoring Coleman’s 125-year heritage.

What are the most significant trends you’ve seen in the business?
The biggest shift is the evolution from traditional entertainment licensing to influencer and talent-driven partnerships. Brands recognize that authentic voices create more direct consumer connections. Plus, licensing has evolved beyond simple product placement, successful partnerships now require experiential components. It’s no longer enough to put a logo on a product; today’s partnerships must create meaningful experiences across multiple channels.

What keeps you up at night? What’s your biggest challenge?
Complex partnership negotiations energize me most. I thrive on solving deals where both parties have legitimate but seemingly incompatible business needs. I love diving deep into understanding each partner’s objectives, constraints, and success metrics, then finding creative solutions that address everyone’s priorities. The most rewarding moments have been turning stalled negotiations into partnerships that exceed both parties’ original expectations.

What’s the top skill every licensing executive should have?
Strategic empathy combined with relationship building. You need to understand and advocate for both your brand’s needs and your partner’s objectives while building lasting professional relationships. Too many deals fail because executives treat partnerships as transactional. The best partnerships happen when you create win-win scenarios that feel authentic to both brand communities through genuine relationships.

What’s the best advice you’ve received?
Carla Zakhem-Hassan said on The CMO Podcast that “sometimes you have to take the job that someone doesn’t want in order to move up in the organization.” I worked with Carla at Kellogg’s, so this really resonated. I’ve consistently taken challenging assignments like launching new licensing divisions because those opportunities taught me skills I couldn’t learn anywhere else. Those “unwanted” roles became my greatest learning experiences.

What’s your favorite licensing deal of all time?
The Barbie and Wicked movie partnerships were masterfully executed cultural phenomena. What impressed me was how multiple brands across wide-ranging categories participated authentically—from fashion to food to beauty. These weren’t just product placements; they created shared cultural experiences that consumers actively wanted to participate in, showing licensing’s power when aligned with the right properties at the right moment.

If you weren’t in licensing, what would you be doing?
I’d go back into brand management. I love working on brands with significant consumer connections, building long-term brand equity and relationships. Understanding what makes consumers connect emotionally with brands is the foundation of both successful brand management and licensing partnerships. Though, jokingly, I always said I’d leave my job if P!nk asked me to join her tour and do those acrobatic stunts!

The last licensed product I bought was…
A Contigo x Ally Love collaboration water bottle—and I’m particularly proud since I negotiated this partnership as Senior Brand Manager on Contigo. This was Contigo’s first wellness influencer collaboration with the Peloton instructor, perfectly representing the authentic partnerships I strive to create. It combines superior functionality with inspiring wellness messaging, creating something that genuinely resonates with health-conscious consumers.