Licensing Sales Manager – Lifestyle & Consumer Goods

About Smiley

The Smiley Company is a globally renowned, award-winning licensor working with leading licensees and premier retail partners to bring our family of brands to life. Our presence spans across fashion, home, entertainment, lifestyle, and consumer goods categories. For over 50 years, Smiley has spread optimism and creativity through innovative, iconic products that remind people of the power of a smile. We are a dynamic team with a passion for creativity and storytelling, and we celebrate diversity in an inclusive, learning-focused environment.

The Role

Based in London and reporting directly to the VP of Brand Collaborations, this is a senior commercial role with responsibility for driving licensing sales and building long-term partnerships across lifestyle and consumer goods categories. You will lead negotiations, deliver revenue growth, and expand Smiley’s presence by securing new licensees and strengthening existing relationships.

This role demands commercial acumen, strong sales drive, and the ability to unlock new opportunities in a fast-moving, competitive market. High-performing individuals will have the scope to shape category growth and make a significant impact on our licensing strategy.

Key Responsibilities

Sales & Business Development

• Proactively identify, pitch, and close new licensing partnerships in lifestyle and consumer goods.
• Lead end-to-end negotiation of licensing agreements, from prospecting to deal memo and contract execution.
• Deliver against annual sales and royalty targets, reporting directly to senior leadership.
• Build a strong pipeline of opportunities across multiple territories.

Account Management & Growth

• Manage and grow a portfolio of existing licensees, ensuring commercial performance and brand alignment.
• Build strategic plans with partners to maximise category and retail opportunities.
• Drive renewals and long-term collaborations by delivering measurable value.

Market & Retail Engagement

• Monitor consumer, retail, and category trends to inform business development strategies.
• Represent Smiley at trade fairs, retail pitches, and industry events, positioning the brand with key buyers and decision-makers.
• Build senior-level relationships with retailers and category stakeholders to drive placement and awareness.

Cross-Functional Collaboration

• Partner with internal brand, design, legal, and marketing teams to deliver successful product launches.
• Ensure accurate deal tracking and revenue reporting through Salesforce, Flowhaven, and Smartsheet.
• Provide input into creative approvals, balancing commercial objectives with brand protection.

Requirements

• 5+ years’ experience in licensing sales, business development, or commercial partnerships.
• Proven track record of negotiating and closing high-value licensing agreements.
• Strong network within licensing, retail, or FMCG industries.
• Excellent communication and presentation skills, with experience influencing at C-level.
• Strong numerical and forecasting skills, with CRM/Excel proficiency (Salesforce preferred).
• Proactive, entrepreneurial, and target-driven mindset.
• Fluency in French or Spanish is required; Italian is strongly preferred.

Salary & Benefits

• Competitive base Salary + sales commission
• 33 days holiday (including bank holidays)
• Pension scheme
• WFH Fridays
• Access to Perkbox and Vitality health insurance