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 found me during a panel discussion. While working as an HR Generalist at Atlantic Records, I attended a conversation on brand partnerships and brand licensing featuring industry trailblazer Joi Brown, CEO of Culture Creators, and licensing powerhouse Alix Kram of Universal Music Publishing Group. I was immediately fascinated by the intersection of culture, creativity, and commerce. Shortly afterward, I applied for a coordinator role on Alix’s team, and the rest is history.

What’s a “typical” day in your current position?
The cliché is true: there really is no typical day. I start each morning at PepsiCo headquarters with an hour dedicated to trend-spotting, industry news, retail insights, and cultural signals. From there, I shift into everything from developing creative briefs for new style guides to advancing licensing opportunities across our beverage portfolio. Throughout the day, I’m collaborating with brand teams on future business initiatives, connecting with our global licensing organization on new growth opportunities, and partnering closely with our agency to manage and expand our licensing business. What keeps the role exciting is that licensing sits at the crossroads of brand building, retail, culture, and consumer behavior, so every day brings something different.

What’s your biggest personal or professional accomplishment?
It’s hard to choose just one, so I’ll share a few I’m especially proud of: being selected for Licensing International’s 2026 Rising Stars cohort; helping launch Hue by Hayley Kiyoko, which was recognized as a finalist for Fragrance of the Year by The Fragrance Foundation; and leading award-winning licensing programs with iconic brands, including The Grateful Dead and Modelo Especial. While those professional milestones are incredibly meaningful, one of my favorite accomplishments is much more personal: seeing my younger cousins spot a product on a shelf or in a store and excitedly say, “Tonian worked on that!” Those moments are a reminder that licensing isn’t just about products or partnerships. It’s about creating something people connect with in their everyday lives. Bringing culture, creativity, and commerce together in ways that resonate across generations is what makes the work so rewarding.

What are the most significant trends or changes that you’ve seen in the business in recent years?
One of the most exciting shifts has been the evolution of retail back into a “third space” where consumers seek community, discovery, and experiences, not just transactions. Gen Z has accelerated this change by gravitating toward brands that create cultural relevance and authentic connections. Whether it’s exclusive in-store food and beverage concepts, immersive activations, or retailers collaborating with emerging brands and creators, consumers increasingly expect experiences that feel meaningful and shareable. As a licensing professional, I think less about products alone and more about emotional connection. The strongest partnerships today create a sense of belonging and cultural participation.

What keeps you up at night? What’s your biggest challenge these days?
Staying relevant without compromising brand integrity. Consumers have more choices than ever, and licensed products are everywhere. The challenge is ensuring every partnership feels authentic and adds value rather than simply adding another logo to the marketplace. The goal isn’t just visibility. It’s creating programs that are meaningful, relevant, and built to have lasting impact.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Agility. Licensing is a dynamic business where consumer trends, retailer priorities, and social conversations can shift overnight. The most successful licensing professionals have to adapt quickly, embrace change, and find opportunity in uncertainty while keeping the long-term brand vision in focus.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
“Trust yourself.” It sounds simple, but it’s been one of the most valuable lessons of my career. There will always be people with more experience in the room, but confidence comes from preparation, curiosity, and trusting the perspective you’ve developed. Some of the best opportunities in my career happened when I bet on myself.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
UNIQLO x SpongeBob SquarePants x Cactus Plant Flea Market. The entire SpongeBob 25th Anniversary licensing campaign was brilliant, but this collaboration stood out to me because it perfectly blended nostalgia, streetwear, and design innovation. Seeing one of my favorite retailers collaborate with a character I grew up watching created an instant “I need this” reaction. The graphics were fantastic, and the product details, like the hidden pockets in the hoodie, elevated the experience. I loved it so much I went back and bought additional pieces for friends.

If you weren’t in licensing, what would you be doing now?
If I wasn’t in licensing, I would be working in animation, likely on the writing team. I grew up watching Cartoon Network and continue today watching animated TV. I’d love to be part of the team writing the scripts for shows that influence the youth and be part of their core memories.

The last licensed product I bought was…
Tickets to the Bluey CAMP Experience! When my nephew became obsessed with Bluey, a trip to the CAMP experience was non-negotiable. Seeing the brand come to life through an immersive experience was a great reminder of why licensing is so powerful. At its best, licensing brings families together, creates lasting memories, and gives different generations something to share and connect over. That’s what makes great brands truly timeless.