Get to know about the ICLA membership through the monthly 20 Questions segment. This month the spotlight turns to Greg Berkowitz, licensing marketing strategist at the University of Minnesota.

Name:  Greg Berkowitz
Position/Institution: Licensing Marketing Strategist/University of Minnesota (UMN)
Number of years in your position: Less than 1
Alma Mater(s): University of South Florida (USF)  
Hometown:  Minneapolis, MN
 
1. Why did you become involved in ICLA?
I joined ICLA to gain additional resources and knowledge to advance the UMN brand and licensing program. I would also like to gain professional development for myself and have the opportunity to learn from industry leaders.

2. How has your involvement with ICLA influenced your career?
I haven't been involved long enough to influence my career yet, but I'm sure it will.

3. If you could choose one (1) amenity to add to the workplace, what would it be?
An on-site cafeteria/social lounge would be nice. It would create a more social environment for employees, and cut down on travel time when employees leave for lunch.

4. What is the biggest challenge to working in a university environment?
A university's mission isn't necessarily revenue driven, so making good licensing decisions that drive revenue can be difficult.

5. What is the most important skill you have developed in your career?
I believe my ability to collaborate with others is the most essential skill to my role. A university licensing program can interact with many different campus departments and outside companies (marketing, athletics, licensees, retailers, etc.). There are many groups involved with different goals, and it's important to understand everyone's needs to run an effective licensing program.

6. What hobby would you get into if time and money weren't an issue?
I would love to attend a football game at every NFL stadium and every NCAA Power 5 conference school.

7. When people come to you for help, what do they usually want help with?
It's usually one of two things: 1) vendors asking how to get licensed or 2) departments asking how to get their designs approved on promotional items.

8. Why/when did you decide to pursue a career in collegiate licensing?
I decided about four years ago that I wanted a career in licensing. I didn't really know what licensing was outside of what I learned on Shark Tank. I was working events at USF, and licensing was added on to our department's responsibilities. We went to our first CLC conference in Atlanta, GA where I learned all of the basics. I really enjoy licensing because it combines my passion for data with marketing and collegiate athletics. Overtime, I got more involved with USF licensing and eventually started at UMN in a full licensing position. It really has been a lot of fun so far!

9. Who has been the most influential person in your career?
When I was a student at USF, I had a mentor who was the director of the student center. He was always there giving me personal and professional advice. He taught me how to listen to others, and how to think creatively to solve problems. He's still a mentor and friend to me now.

10. If you didn't have to sleep, what would you do with the extra time?
I would probably read and go the gym more.

11. Who's your role model? Why?
I know this is super cliché, but my dad is my role model. He always seems to know what to do in every situation. He's always given me advice on decisions I've had to make, but always allows me to make them for myself (like moving from Tampa, FL to Minneapolis, MN where I have no family). He treats people how they should be treated whether they're a friend or stranger, and I hope to live my life in the same way.

12. What's your favorite quote?
You miss 100 percent of the shots you don't take. —Wayne Gretzky

13. What is your biggest pet peeve?
People who are lazy and don't communicate.

14. If you could turn any activity into an Olympic sport, what would you have a good chance at winning medal a for?
Excel spreadsheets. I would have to train a little, but I think I could get a medal.

15. 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?
I think the best advice I have received is to not be afraid to try new things, and to not be afraid of failure. College licensing has changed drastically over the past 10 years, and there are so many opportunities that are untapped. We just have to try and I would pass along this same advice.

16. In your opinion, where is collegiate licensing headed in the future?
I believe collegiate licensing is an evolving industry that is growing rapidly. When collegiate licensing was starting out, I think the main focus was brand management/protection and merchandising was a second thought. Now, as universities are looking for more sources of revenue, they're willing to put the resources and man power behind a licensing program. If universities can work together, I think skies the limit for licensing.

17. What is your favorite family tradition?
Going home for Thanksgiving.

18. What are you really good at, but kind of embarrassed that you are good at it?
I can recite the majority of the lines from "Remember the Titans" from memory.

19. What percentage of your work-week is spent in your office?
I would say 80%.

20. What are you most looking forward to at the next ICLA Convention or Winter Symposium?
I'm just excited to attend my first one, and learn from the industry leaders.