Mary Sell
London,UK
Summary
Dynamic and results-driven professional with over 15 years of extensive experience in product licensing, wholesale sales & business development. Adept at driving revenue growth, forging strategic partnerships, and optimizing distribution channels. Proven track record of successfully developing cross-functional teams’ relationships and delivering exceptional results in fast-paced environments.
Overview
15
15
years of professional experience
4
4
years of post-secondary education
Work history
Partnerships Manager
WildBrain CPLG
London
07.2025 - Current
- Streamlined communication channels for efficient exchange of partnership information.
- Directed resources towards high-value partnerships, optimising ROI over time.
- Sustained productive partnerships with key accounts via routine performance reviews and feedback sessions.
- Developed strategic partnerships by identifying potential business development opportunities.
- Fostered positive relationships between internal teams and external partners for seamless collaboration.
- Tracked performance metrics of partnerships, providing insights into areas for improvement.
- Analysed account metrics, evaluating client satisfaction and reporting findings to senior management.
- Communicated with clients to assess needs and suggest proposed strategies.
Associate Director, Global Business Development – Product Licensing
Condé Nast
New York, NY
04.2022 - 08.2024
- Developed a comprehensive revenue and profit growth strategy to drive negotiations and executions of new product licensing deals across the diverse portfolio of 14+ brands within Condé Nast portfolio. This strategy encompassed multiple consumer product categories, including fashion, home/lifestyle, CPG, beauty, food & beverage, and travel, aiming to maximize revenue and profitability.
- Executed significant product collaborations and large-scale licensing deals generating multi-million dollars worth of revenue on both global and regional levels during tenure.
- Secured strategic partnerships with key industry players in the initial year at Condé Nast, driving 75% increase in revenue.
- Conducted comprehensive market analysis to identify and proactively presented lucrative product licensing opportunities, including both short and long-term deals, to cultivate a robust pipeline of new business prospects and drive sustainable growth.
- Collaborated across departments, including brand editorial directors, editors-in-chief, brand creative directors, and consumer and commercial revenue teams.
- Drove contract generation by closely collaborating with Legal Counsel, leveraging extensive expertise in product licensing agreements. Streamlined the contract processes to support business objectives and ensure compliance with legal requirements.
- Forged strategic relationships with Condé Nast Commercial Team to pinpoint synergistic opportunities and leverage advertising commitments to their fullest extent. This approach aimed to optimize revenue potential and elevate brand visibility across platforms.
Senior Director, Wholesale & Licensing Partnerships
Dylan's Candy Bar, LLC
New York, NY
01.2020 - 04.2022
- Responsible for driving sales performance growth within licensed retail partnerships and wholesale channels (including specialty boutiques, e-commerce retailers, and Department Stores), directly reporting to the Chief Operating Officer.
- Led the development, negotiation, and oversight of agreements with licensed retail partners, including 11 travel retail shops in the US and Canada. Strategically promoted the brand to maximize sales growth and profitability.
- Crafted short, mid, and long-term as well as seasonal merchandising strategies aimed at driving consumer sales through responsible business channels.
- Collaborated across departments, including Finance, Inventory/Planning, Product Development, Store Design & Visual Merchandising, and Marketing/PR, to bolster department's initiatives.
- Oversaw the Manager of Wholesale Partnerships to cultivate talent within the department and division, fostering development and growth.
Senior Manager, Global Licensing and Collaborations
Tapestry Inc (Kate Spade New York)
New York, NY
08.2018 - 01.2020
- Responsible for seven existing multi-million dollar licensed home businesses, as well as multiple ongoing collaborations, reporting to Vice President, Global Licensing.
- Negotiated home license and collaboration agreements, inclusive of all legal documents.
- Analyzed sales and distribution strategies for licensed home businesses, as well as quarterly business reviews, in partnership with Finance.
- Led marketing & public relations seasonal strategies for key home businesses, and managed annual marketing budget.
- Managed seasonal merchandising plans and product development calendars, ensuring needs for direct-to-consumer business as well as wholesale needs are covered.
- Led collaboration task force cross-functionally to bring innovation to customers, as well as the acquisition of new consumers.
- Ongoing partnership with cross-functional team members, such as Merchandising, Buying, Product Development, and Design to execute larger corporate initiatives.
Global Licensing Manager
Tapestry Inc (Kate Spade New York)
New York, NY
03.2016 - 08.2018
- Managed double-digit growth for licensed home businesses in 2016.
- Supported the launch of seven additional licensed home categories launched in 2015, totaling fourteen licensed home categories.
- Collaborated cross-functionally with key team members to execute larger corporate initiatives (SoHo Home Pop-Up Shop from Feb-May 2016).
- Led quarterly business reviews with home licensees, in partnership with Finance.
Licensing Associate
Tapestry Inc (Kate Spade New York)
New York, NY
03.2014 - 03.2016
- Facilitated daily business needs of eight global licensees, at the time including both home & fashion accessory categories across kate spade new york and Jack Spade.
- Oversaw all product development for licensed categories, aligned to seasonal merchandising strategies, and execution of products that retain brand integrity and yield commercial success.
- Secured distribution approvals across categories globally.
- Collaborated with marketing on strategic projects, such as seasonal co-op, trade advertising, lookbook/catalogs, and packaging directives.
- Partnered with visual merchandising & store design team for seasonal licensee showrooms, fixture packages, and in-store visual merchandising direction for retailers.
- Liaised with the international team to identify growth opportunities for each licensed category.
Licensing Coordinator
Tapestry Inc (Kate Spade New York)
New York, NY
12.2012 - 03.2014
- Supported the launch of four new licenses – stationery/ gift, men’s sunglasses, table linens, & swimwear.
- Implemented approval tracking processes across all licensed categories.
- Tracked and archived samples across all licensed categories.
- Managed calendar for all product development milestones.
Merchandising & Design Assistant
JS GROUPE International (ML Monique Lhuillier)
New York, NY
03.2011 - 12.2012
Design/ Merchandising Intern
JS GROUPE International (ML Monique Lhuillier)
New York, NY
01.2011 - 03.2011
Sales Intern
Marchesa
New York, NY
09.2010 - 01.2011
Education
Bachelor of Science - Merchandising Management
Virginia Polytechnic and State University (Virginia Tech)
Blacksburg, VA, USA 08.2006 - 05.2010
Skills
- Strategic Licensing & Collaborations
- Business Development
- Brand Development & Brand Management
- Strategic Thinking & Problem-solving
- Business Planning & Forecasting
- Cross-functional Team Leadership
- Financial Business Analysis
- Strategic Deal Negotiations & Contract Execution
- Strategic Thinking
- Problem-solving
- Merchandising Strategies
- Licensing Deal Execution
- Brand Strategy
Websites
Awards
Lew Award Winner (Tapestry Inc) 2019, Awarded to Tapestry employees for stand-out performance and commitment to living Tapestry’s values.
Courses
- Study Abroad (Fashion Journalism & Photography) Jul 2009
- Summer Course at American Intercontinental University in Paris, France
Timeline
Partnerships Manager
WildBrain CPLG
07.2025 - Current
Associate Director, Global Business Development – Product Licensing
Condé Nast
04.2022 - 08.2024
Senior Director, Wholesale & Licensing Partnerships
Dylan's Candy Bar, LLC
01.2020 - 04.2022
Senior Manager, Global Licensing and Collaborations
Tapestry Inc (Kate Spade New York)
08.2018 - 01.2020
Global Licensing Manager
Tapestry Inc (Kate Spade New York)
03.2016 - 08.2018
Licensing Associate
Tapestry Inc (Kate Spade New York)
03.2014 - 03.2016
Licensing Coordinator
Tapestry Inc (Kate Spade New York)
12.2012 - 03.2014
Merchandising & Design Assistant
JS GROUPE International (ML Monique Lhuillier)
03.2011 - 12.2012
Design/ Merchandising Intern
JS GROUPE International (ML Monique Lhuillier)
01.2011 - 03.2011
Sales Intern
Marchesa
09.2010 - 01.2011
Bachelor of Science - Merchandising Management
Virginia Polytechnic and State University (Virginia Tech)
08.2006 - 05.2010