Associate Manager, Category Licensing

About Hasbro 

Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With over 164 years of expertise, Hasbro delivers groundbreaking play experiences and reaches over 500 million kids, families and fans around the world, through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, film, TV and more.   

Through its franchise-first approach, Hasbro unlocks value from both new and legacy IP, including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, MONOPOLY, HASBRO GAMES, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands. Powered by its portfolio of thousands of iconic marks and a diversified network of partners and subsidiary studios, Hasbro brings fans together wherever they are, from tabletop to screen.  

For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, a 2025 JUST Capital Industry Leader, one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50, and a Brand that Matters by Fast Company. For more information, visit https://corporate.hasbro.com or @Hasbro on LinkedIn.   

Play a key role to lead Softline in Greater China; support Great China CP team to achieve yearly financial goal.

Business Development

• Implement the licensing strategies for the responsible categories / brands development (including product, channel / retail and marketing) and deliver the licensing goals.
• Exploit & identify new business opportunities and potential licensees
• Manage and grow existing licensing business.
• Pitch and recruit new partners for responsible categories.

Licensing Management

• Work with licensees to develop annual business plan (product, distribution and marketing) that is in line with licensing strategies.
• Closely monitor licensees’ performance and provide business direction to licensees to enhance the business result.
• Manage new and renewal business process.
• Negotiate and conclude the business deals with licensees.
• Prepare business proposals for approval and coordinate with Legal on contract approval and preparation.
• Coordinate with finance and ensure the financial issues i.e. payment, invoice, sales report and projection are handled on timely basis.

Product Development

• Ensure product availability (with right product mix, quality and price point) in the market for the responsible categories / brands in the key channels.
• Ensure updated design / brand materials (i.e. styleguide, packaging, POP) are shared with all licensees. 
• Work with licensees to prepare product development plan biannually.
• Catch market trendy & do retail research.
• Inspire licensees to develop more eye-catching products to fresh the retail market.

Retail & Marketing

• Work with Licensees to develop and implement the channel / retail development plan for the responsible categories / brands to improve brand impact and sales opportunities. 
• Develop growth strategies for key retailers / channels & establish the goals for both financial and retail points.
• Work with Licensee to develop and implement marketing strategies.

Integration

• Support and implement CP team and global/regional & local brand team & sales team to build One-Voice programs.  

Qualification requirements

• Degree holder with 5 years of relevant experience
• Good communication skills.  Able to collaborate well with people at all levels both internally and externally.
• Good organizational skills, able to handle multiple tasks simultaneously.
• Good understanding of Consumer Products business
• Good organizational skills, able to handle multiple tasks simultaneously
• Good sales & negotiation skills. Able to pitch partner independently & maximize partners’ contributions

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