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’re profiling one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find you)?
I actually got into licensing when I was just 19 years old! It all started back in Brazil when I was working for an agency called ITC that represented some pretty amazing brands like Marvel, Garfield, and Snoopy. Funnily enough, the owner of the agency was a supplier for my dad’s stationery store. From there, I went on to manage brands like Hasbro, Nickelodeon, and Universal at another agency before eventually finding my way to London and working for some incredible licensors like Discovery, Entertainment One, and Hasbro. It’s been an exciting journey so far, and I feel incredibly privileged to now be working with massive brands like Bluey and Doctor Who at BBC Studios. Starting out so young and working with such iconic brands has been a dream come true, and I am excited to see where this career takes me!

What’s a “typical day” in your current position?
In my current position, I am fortunate to be focused on expanding our global licensing sensation Bluey in Latin America, collaborating with the best partners to extend the fun and imaginative experience for kids and families. This involves a lot of communication with agents and licensees, whether that’s through WhatsApp or phone calls. Managing Latin America with all its different countries is definitely a big job, but it keeps me on my toes and I love it! There’s always something new and exciting happening, and I am constantly learning and growing in my role. So, while there is no such thing as a “typical” day for me, I wouldn’t have it any other way! 

What’s your biggest personal or professional accomplishment?
I would say that my biggest professional accomplishment is being able to work with the LatAm region, which is a place that I absolutely love! I’ve been able to build so many amazing relationships and help bring some incredible brands to the region, which is really fulfilling. On a personal level, I’m also really proud of the fact that I’ve been able to live and work in the place that I chose to, in the U.K. It can be tough to move to a new country and start fresh, but I am grateful for the opportunities that I’ve had and the experiences that I’ve gained along the way.

What are the most significant trends or changes that you’ve seen in the business in recent years?
One of the most significant trends that I’ve seen in the business in recent years is a shift in consumer behaviour, particularly among younger generations. Kids today have shorter attention spans and they’re looking for more interactive and engaging experiences with the brands that they love. In fact, research shows that the average attention span today is only around 8 seconds, which is shorter than that of a goldfish! This means that brands need to be more creative and innovative than ever before to capture and hold people´s attention. We’ve also seen some big companies embrace new business models, like subscription services and direct-to-consumer sales, which is really exciting. These changes can be really positive for the industry, and I’m excited to see what else the future holds.

What keeps you up at night? What’s your biggest challenge these days?
There are global challenges consumers are facing, such as cost of living and inflationary pressures, which we are navigating with our partners. Also, with regard to the environment, it’s more important than ever to be mindful of the products and services that we’re putting out into the world and ensure that they’re sustainable and responsible.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
In my opinion, it would be the ability to build and maintain strong relationships. At the end of the day, licensing is all about partnerships and collaboration, and being able to foster strong relationships with agents, licensees, and other stakeholders is absolutely essential. This means being a good communicator, being able to listen actively and empathetically, and being able to work collaboratively towards shared goals. It also means being able to understand the needs and perspectives of others, and being able to find mutually beneficial solutions that work for everyone involved. Of course, there are many other important skills needed but I truly believe that building strong relationships is the foundation upon which all of these other skills are built, and that it’s absolutely crucial for success in this field.

What is the best piece of advice you’ve ever received, or what is your favorite quote?
One of the best pieces of advice I ever received was from my first licensing boss and mentor Peter Carrero. He would always ask me “Que hay de Nuevo?” which means “What’s new?” It was his way of reminding me to always stay up-to-date with what was happening in the industry and to constantly have new ideas. The world is constantly changing, and the licensing industry is no exception. In order to stay relevant and successful, it’s important to always be looking for new opportunities, new trends, and new ways of doing things. So, whenever I find myself feeling stuck or unsure of what to do next, I think back to that simple phrase: “Que hay de Nuevo?” It’s a reminder to keep pushing forward, to keep learning, and to keep innovating.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
There have been so many amazing licensing deals over the years, it’s hard to pick just one! However, personally, I find that entertainment and live show deals can be particularly exciting. These kinds of deals allow you to see consumer reactions straight away and can be incredibly rewarding. For example, one of the most impressive licensing deals in recent memory was the inclusion of Bluey in the Macy’s Thanksgiving Day Parade. The parade is watched by millions of people every year, and seeing Bluey featured in such a prominent way was a huge win for the brand.

If you weren’t in licensing, what would you be doing now?
While I absolutely love working in licensing, if I weren’t in this field, I would probably be living out my childhood dream of being a veterinarian. I’ve always been an animal lover and actually pursued this passion by going to university to study veterinary medicine for four years. I would likely have specialized in veterinary surgery. Helping animals and contributing to their well-being is something that is incredibly important to me, and I’m grateful to have had the opportunity to explore this field early on in my career. Who knows, maybe someday I will find a way to combine my love of animals with my love of licensing and make a difference in both fields!