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 first began my licensing journey in 2010 whilst at George at Asda within the U.K. Working closely with the Walmart Entertainment council, Asda, and George teams, I quickly developed a passion for the industry alongside my fashion buying career.

What’s a “typical” day in your current position?
I joined Primark in 2014 as a Buying Director on childrenswear. At this time, licensing was a small element of the Primark global business, but today it is a strategic pillar across all product categories. In 2019, given the scale of the growth within the license business, I moved on from my trading role to take on the newly created role of Global License Director. There is no typical day within my role, the variety of our partnerships means I might be working on the latest movie release one day to what’s hot and happening in the world of sports the next. Agility is absolutely key, as is knowing what our customers want to see in our stores for license and brands. 

What’s your biggest personal or professional accomplishment?
My biggest personal achievement is my amazing family. Across my career I have been fortunate to have incredible support to achieve everything I have today. My son Harry is now also pursuing a career in licensing, which is amazing!

Professionally, my biggest accomplishment would be my amazing team, who always go above and beyond, and secondly receiving the award for Global License Influential in 2024. That was a really proud and humbling moment.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The most notable change is the consumer. Consumers are now wanting to connect to brands they know and love in a much bigger way than we have ever seen before. This is driven by the desire to see new content with their favorite show or movie, alongside watching their favorite sport or music artist. This change in the landscape fuels a desire for more product. 

What keeps you up at night? What’s your biggest challenge these days?
The biggest challenge is staying connected to the consumer at all times. Trends change far more quickly and therefore we need to remain agile and nimble to move our product offer at the same pace.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Collaborative, trusted, and transparent partnerships are crucial to succeed today.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
I have been very lucky to work for amazing people in my career who have helped shape me into the person I am today. The most influential advice I’ve received is to always be obsessed about the customer. If you really know your audience, you can always deliver great product that they want to buy.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
This is a very hard question indeed, as there are so many. The standout for me has to be our Netflix partnership. After nearly two years of discussion and negotiation in 2019, we signed our DTR deal. Fast forward to today and we have cemented a strategic and long-lasting partnership together. Our Stranger Things launch in Oxford Street in 2020 with a giant Demogorgon up the side of the building is still my favourite launch of all time!

If you weren’t in licensing, what would you be doing now?
I would still be in fashion buying, no doubt—and still obsessing about the customer!

The last licensed product I bought was…
I bought our latest Kappa performance collection, perfect for the gym and pilates.