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.

What’s a “typical” day in your current position?
My job involves managing various marketing efforts, from brand partnerships for games to PR and employer branding. Despite my busy schedule, I squeeze in several hour-long run or swim sessions every week.

What’s your biggest personal or professional accomplishment?
As the head of marketing, my focus is mostly on long-term goals. All of the joyful moments—such as signing deals, teammates getting promoted, or successful campaigns—are all milestones we mark in the journey of Nordcurrent’s growth. From time to time, I reflect on where I am in this journey—the people around me, the work I do, the products we deliver to people, and the impact we make on society. This helps me to feel accomplished and grateful for all that I have.

What are the most significant trends or changes you’ve seen in the business recently?
The mobile games industry is getting more competitive, and targeted user acquisition is becoming less effective due to stricter privacy policies. Losing existing players is not an option when acquiring new ones becomes more challenging. Therefore, establishing an emotional connection with the players and offering an engaging gameplay experience has become crucial. Creating a brand identity that resonates with the players can also enhance retention rates, and collaborating with well-established brands creates a trustworthy environment for the players to stay in.

What keeps you up at night? What’s your biggest challenge these days?
My current challenge is establishing a solid IP for Cooking Fever, our biggest title. Half a billion people have played it, attracting 10 million monthly active players, making it the leader in its category. In addition, we have just launched a PvP extension of the game called Cooking Fever Duels, which allows us to engage with completely new audiences. We are at the beginning of this journey, and we would welcome an experienced licensing specialist to join us.

What’s the best advice you’ve ever received, or what’s your favorite quote?
Advice from my great-grandmother, which has been on my mind for the last 40 years, was “don’t be lazy.” Although it sounds simple, this advice holds more meaning than just about doing work. Knowing the life she lived, this advice serves as a key to living a meaningful and happy life.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
Balenciaga x Simpsons. There are not many films I can watch time and time again, and the brand fit is perfect and so smoothly matched.

The last licensed product I bought was…
I have a Hoodie from BIX, the legendary Lithuanian rock band. Their music was a big part of my childhood, and I still follow them. BIX was the first Lithuanian band to be featured on MTV, and they even warmed up for Nirvana in Berlin during the early ‘90s. This was a significant time for Lithuania, as it was the first year after the fall of the Iron Curtain that the country regained its independence.