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)?
Like many in the industry, I didn’t set out to work in licensing—the business found me. I was initially pursuing a marketing role when a toy company, Giochi Preziosi, approached me. They told me, “We don’t have marketing, but we do have licensing.” At first, I wasn’t entirely sure what that meant. My instinctive response was, “You mean like Pokémon products that aren’t just cards?” That moment was the turning point. Before I knew it, I was working on IP selection and negotiating licensing agreements for toy rights. That first step into licensing became the start of a career I hadn’t planned for, but one that has shaped everything since.

What’s a “typical” day in your current position?
As VP of Licensing for Europe at Miraculous Corp, my work is global in scope but very much anchored in the European market. My mornings often start early with a run, swim, or workout, which sets the tone for the day. Once I’m at my desk, I typically clear through emails that have come in overnight from partners and colleagues across different time zones. The rest of the day balances planning, connecting, and troubleshooting. Planning involves mapping out launches, activations, and campaigns; connecting means working with partners, retailers, and internal teams to ensure programs run smoothly; and troubleshooting is perhaps the most defining part of the role. No two days are the same in licensing, and each day brings unexpected challenges.

What’s your biggest personal or professional accomplishment?
One of my proudest professional milestones was during my time at Entertainment One, where I was part of the team that spearheaded the international expansion of Peppa Pig. While Peppa was already beloved in the U.K., her reach in other territories was just beginning. I was involved in driving her growth across France, Germany, Eastern Europe, and the Nordics, helping transform Peppa from a British preschool hit into a global cultural phenomenon. Looking back, it’s rewarding to know I played a role in laying the foundation for what has now been more than two decades of Peppa’s success worldwide.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The most significant shift has been the fragmentation of platforms and the multiplication of consumer touchpoints. In the past, content flowed through linear broadcasters, which provided a clear and concentrated path to mass audiences. Today, the landscape is far more fractured. Audiences consume content through a wide array of streaming platforms, social media, and influencer-driven ecosystems. While this has made it more difficult for IP to achieve mass-market status, it has also created opportunities for more niche or unconventional content to thrive in ways that would have been impossible even a decade ago.

What keeps you up at night? What’s your biggest challenge these days?
The core challenge today is attention. We are no longer competing solely with other shows or franchises for consumer spend, we are competing for consumer attention and time. A single show doesn’t just compete with another show; it competes with video games, social media, influencers, and even the daily news cycle. Trends can explode seemingly overnight, only to fade just as quickly. Capturing consumer attention is difficult; sustaining it is even more challenging.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Curiosity and adaptability are crucial. The industry evolves so rapidly that what worked even a year ago may already feel outdated today. Success depends on staying curious about what’s emerging, willing to test new strategies, and able to adapt quickly to change. More than anything, it requires the humility to know that past formulas may not guide the future and the foresight to spot what could.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
The best piece of advice I received was early in my licensing career: “We never say no. We always say, let’s take a look.” It was a reminder to stay open to opportunities, even when an idea might initially seem too strange or too niche. That mindset has served me well. Some of the most successful IPs have come from unexpected places, and maintaining an open mind allows you to see potential where others might not.

What is your favourite licensing deal of all time?
The collaboration between Hello Kitty and Playboy, launched exclusively with Colette in Paris for their anniversaries, is still my favourite licensing deal. It was bold, unconventional, and creative, culminating in limited-edition products and a celebration at the Crazy Horse. It challenged expectations and sparked conversation, which to me is the hallmark of great licensing.

If you weren’t in licensing, what would you be doing now?
I’d likely still be in marketing, PR, or events. My early career focused on presenting video games to the press and running launch events, and I could easily imagine continuing down that path had licensing not intervened.

The last licensed product I bought was…
A weighted vest for calisthenics training licensed from Dragon Ball Z. It’s a great example of how licensing can cross into unexpected categories, and it’s a reminder of how creativity in this industry extends well beyond toys and apparel.