Analyst/Sr Analyst, Brand/Product Licensing

About the role

As a Brand Licensing Specialist, you’ll develop and manage global licensing agreements for American Airlines. This role leads key agency partnerships to identify potential licensing opportunities, negotiate agreements, ensure licensed products align with brand standards, and measure impact across the licensing portfolio. You’ll focus on three key areas:

• Third-party licenses: Authorized use of American’s trademarks, logos, and IP by third-party brands or companies for manufacturing, marketing, and selling products at retail.
• Brand collaborations and commercial partnerships: Strategic collaborations between American and other brands or businesses to enhance brand visibility, expand market reach, or drive sales.
• Branded merchandise: Items gifted or for sale made by or for American.

This fast-paced role protects and maximizes revenue from brand trademarks by providing a structured process for third parties to leverage our trademarks, driving revenue from sales, and furthering brand awareness and affinity objectives.

Responsibilities

• Manage the brand licensing program, including monetization of the American Airlines trademark portfolio.
• Serve as the primary licensing expert, partnering closely with our licensing agency, licensors/licensees, and internal stakeholders across Marketing and Legal.
• Lead the strategic roadmap, category extension, trademark clearances, and trade collateral development/approvals with agency and leadership.
• Manage external agencies to deliver on strategy.
• Conduct market research to identify trends, competitive landscape, and potential new markets for brand expansion.
• Analyze sales data and market performance of licensed products to inform strategic decisions.
• Identify and evaluate potential licensing opportunities aligned with brand objectives and market trends.
• Develop and implement a comprehensive brand licensing strategy to expand the brand’s presence and revenue streams.
• Negotiate licensing terms, conditions, and financial arrangements with licensees.
• Ensure all licensed products and services align with the brand’s image, values, and quality standards.
• Oversee the approval process for licensed product designs, packaging, and marketing materials.
• Collaborate with creative teams to develop promotional materials and campaigns for licensed products.
• Monitor and report on the financial performance of licensing agreements.
• Develop and manage the licensing budget, ensuring cost-effective operations and maximizing revenue.
• Liaise with Procurement, CRE, AAdvantage, Events, Museum, Onboard Products, Customer Experience, Legal, IT, and Privacy to stay on top of evolving needs.
• Champion innovative opportunities and build well-communicated plans and results for senior leaders.

Requirements

• Bachelor’s degree in Marketing, product licensing, or a related field, or equivalent experience/training.
• 5+ years of experience in brand licensing or physical product management.
• Proven track record of managing a P&L, agencies, and reporting results related to Brand or Trademark licensing.
• Demonstrated leadership capability and experience managing complex projects and timelines.
• Strong understanding of brand management and intellectual property rights.
• Proven track record of successfully negotiating and managing licensing agreements.
• Organized, accountable, and action-oriented.
• Ability to analyze market trends and data to inform strategic decisions.
• Ability to work collaboratively in a team environment and manage multiple projects simultaneously.

Skills

• Ability to inspire, support, and understand the interplay between people, processes, and systems; strong project management skills.
• Excellent understanding of brand and product trends and ability to foster collaboration between teams of marketing managers, strategists, designers, and agencies.
• Knowledge of international licensing and global market trends.
• Conscientious and adept at solving issues at all levels of a project.
• Collaborative with multiple stakeholders; communication and teamwork are critical.
• Top-notch written and verbal communication/presentation skills with strong attention to detail.

Benefits

• Travel Perks: You, your family, and friends can reach 365 destinations on more than 6,800 daily flights across our global network.
• Health Benefits: On day one, access to health, dental, prescription, and vision benefits, virtual doctor visits, flexible spending accounts, and more.
• Wellness Programs: Tools, resources, and support to help you stay at your best.
• 401(k) Program: Available upon hire; employer contributions may be available after one year, depending on the workgroup.
• Additional Benefits: Employee Assistance Program, pet insurance, and discounts on hotels, cars, cruises, and more.

Inclusion and diversity are foundational to our workforce. Our 20+ Team Member Business Resource Groups connect team members to customers, suppliers, communities, and shareholders, helping everyone reach their full potential.