Name: Adam Ojeda
Position/Institution: Trademark and Licensing Manager, Northern Arizona University
Number of years in your position: One month
Alma Mater(s): Northern Arizona University
Hometown: Tucson, AZ

Why did you become involved in ICLA?
As I am incredibly new to the world of licensing, NAU’s former LD Erin Munn Bertelsen, recommended that I engage with the ICLA community in all possible ways to establish a network of colleagues early in my career that would help me succeed. Professionals in our industry tend to be incredibly passionate about what they do, and I have discovered that most of them are willing to share that passion through ideas and communication. We are a community of brilliant collective minds, and ICLA encourages that community to thrive.

What is your favorite part about being a member of ICLA?
While I’m relatively new to the group, I’ve determined that it’s already a great source of information. The discussion board on the ICLA website is a wealth of knowledge and I think it’s a great way to discuss issues that arise in a "real-time" environment where members from all backgrounds can contribute valuable advice.

What is the biggest challenge to working in a university environment?
A university is a large operation with hundreds if not thousands of moving parts. That being said, there are many campus partners who want to have their voice heard in the decision making process. Trying to interpret and enforce the rules created by the university, while also trying to protect the interests of campus departments and their mission and overall success is a real balancing act.

What do you consider to be your greatest accomplishment to date?
Making the decision to move back to Flagstaff and become involved in the campus community. My wife and I had spent 5+ years working in a corporate environment where days started as early as 5:00am, and lasted well past the sun going down. While the jobs were good, we were burnt out, missing family and never really had time to pursue other professional/educational opportunities. Returning to our "home" opened new doors for my career, not only with my new role in licensing, but now I also volunteer for our local NAU Alumni association chapter, and I’m teaching a course in the program that I graduated from. I’ll also be applying to Grad school in October to further my education in Merchandising. Overall, it was one of the best decisions I’ve ever made.

What is the most important skill you have developed in your career?
Networking! The collegiate merchandise industry, while large in nature, is a tightly knit group of professionals who have dedicated their lives to this business. It’s been amazing to follow colleagues as their careers drive them across the many facets of the licensed goods industry: buying, sales, planning, product development, logistics and licensing. You never know who you may need to call upon for assistance somewhere down the road, so keeping yourself open to meeting new people and maintaining engaging relationships will only help in the long run.

Who has been the most influential person in your career?
Without a doubt, I would say my wife. She has given me the motivation to be my best. She has encouraged me to try new things and take risks. And just when my ego inflates a bit too much, she has no problem bringing me back to reality. She has always supported my dreams and has pushed me to go after them, no matter how far they’ve taken us out of our comfort zone.

What is one item you cannot live without?
La Colombe Coffee, a good pair of headphones and a great playlist. I guess that’s three, but usually used all at one time!

Who would you chose to switch places with for a day?
There’s a gentleman that I follow on Instagram by the name of Ian Finch. He’s an adventurer/photojournalist type that I find so inspiring. His photography is amazing and it always tells a story. I’d love to take a day to get lost in the wilderness and snap photos to share with the world.

What is your favorite sporting that event you have ever attended?
While we never made it to the game, I worked the Notre Dame bookstore during a home game against Michigan. It was unbelievable. The energy on campus and in the store was like nothing I’d ever seen before. I also worked the floor set and unveiling when ND made the switch to UnderArmour. The midnight launch was insane. I’ve never been surrounded by a more unwavering group of fans.

Why/when did you decide to pursue a career in collegiate licensing?
I have been involved in collegiate licensed goods nearly my entire professional career. I worked as a buyer in my campus bookstore when I was an undergrad and was able to work my way up to manage the merchandise departments. Upon graduation I was offered a buyer position at the Follett Corporate office, then took on a buyer role at Rally House in Kansas City. When I moved back to Flagstaff and heard that the LD position at NAU was going to be moved to its own full time role I jumped at the chance. This was literally my dream job and I’m so thankful for the opportunity.

In your mind, who in this industry can serve as a good role model?
I think that we all can serve as good role models as long as we continue to approach industry challenges with a collaborative mindset. We’re all in this together and communicating best practices can only assist in the success of our own unique programs.

How has your involvement with ICLA influenced your career?
While I’m still new in my role, I can say without a doubt that ICLA will be a very important part of my growth individually as well as professionally. Fostering new relationships with campuses across the nation will help lend perspective and help me approach challenges with a broader mindset.

What educational or business experiences best prepared you for a career in licensing?
I received a degree in Strategic Communication with an emphasis in Merchandising from NAU. Early in my educational career I changed my major many times, bouncing from Marketing, Business Management and Advertising before eventually landing in Strat. Com. While I "lost" a few years determining what I wanted to be when I grew up, I feel that all my courses laid a great foundation for my future career in collegiate licensed merchandise, and eventually as a Licensing Manager. My time working in the Bookstore as a student solidified my love for the industry and my educational path.

What challenges do you face when working with students or vendors?
My past experiences with vendors have tended to be an "overpromise and under deliver" type relationship. By level setting expectations up front, and maintaining the premise of honest and open communication, both parties are more likely to meet goals / deadlines without the frustration. I feel that same policy can be applied to student relationships. By getting in front of situations and collaborating to find solutions, we can avoid becoming the dreaded "no" man on campus. It’s all about understanding the outcome, and working together to find solutions.

Would you please explain a professional success and how you implemented it?
I had the distinct privilege of working with the Pat Tillman Foundation during my time at Follett. The Foundation was looking to expand their brand presence through an eCommerce platform for both fans as well as participants in the annual Pat’s Run held in Tempe, with shadow runs across the country. I partnered with the Foundation to source and build out assortment plans, working with both the Foundation graphic design and licensing teams to develop and maintain a new brand image and seasonal theme. We then teamed with the Follett eCommerce team to establish the operational framework and marketing teams from both partners to develop creative and deployment opportunities. It was definitely out of my comfort zone, but introduced me to the world of licensing outside of the collegiate industry, and provided a new challenge as the Foundation was the first non-collegiate brand development that Follett partnered on. Follett became the exclusive provider of Team Tillman apparel for participants of Pat’s Run.

In your opinion, where is collegiate licensing headed in the future?
As we’re all aware of the state of retail, I think that collegiate licensing will continue to have to be creative in its development. We as licensing managers will continue to have to look outside of the box for new opportunities and be willing to take strategic risks to continue to grow our brands. This can be across a variety of elements from product development, exclusive partnerships or our distribution channels. The sky is the limit, as long as we’re given the chance and are willing to try new things.

What is the best piece of advice you have ever received? What advice would you give to someone looking to enter the field of collegiate licensing?
"It’s not what you know, but who you know." I’ve found that many of my career opportunities have developed through relationships. I’ve been fortunate enough to know the right people, but then have worked hard to prove myself in every job I’ve ever had. I would continue to pass this adage along to anyone looking to get into any field. Develop and nurture relationships with as many people as you can. I had been away from my campus for five years and I was grateful to return and find groups of individuals still on campus that I met over 10 years ago. It’s amazing what just saying "hello" can turn into.

What was your biggest professional failure/mistake and how did you learned from it?
Never learning when to say "no". I was always thirsty for new opportunities and chances to prove myself. This led to taking on way more than I could handle. My work suffered, I missed deadlines, and I was spending more time that I’d like to admit in the office trying to keep up. Eventually, I got burnt out, and became frustrated with my environment. I learned that if I was honest with myself and my colleagues, I could say no without disappointing anyone, and eventually my productivity increased and my work was back to the caliber of what I expected it to be. It taught me to know my limits and be confident enough to let people know when I’m at capacity.

What percentage of your work-week is spent in your office?
Currently I’m in the office about 90% of the time, learning the ropes of campus and working with the former LD to get up to speed with the state of the business. Hopefully this will change as I settle into the role and have opportunities to meet with campus partners and local licensees.

What are you most looking forward to at the next ICLA Convention or Winter Symposium?
I can’t wait to meet all the great members of ICLA in person and start to develop long-lasting relationships. I’m also very excited about the educational opportunities and learning more about best practices in the industry from a variety of perspectives and situations.