Name: Laura Driscoll
Position/Institution: Director of Brand Management + Strategy/Miami University
Number of years in your position: 1.5 years
Alma Mater(s): The University of Iowa and University of Cincinnati
Hometown: Bernard, IA
Twitter (personal): @lrdrisco
Twitter (licensing): @ShopMiamiOH

1. Why did you become involved in ICLA?
As I was approaching my college graduation, I had no idea what I wanted to do with my career. I was all over the place. At the time, I was an intern in Iowa's licensing department. My boss encouraged me to attend ICLA Winter Symposium to learn more about the licensing industry. I had no idea what I was getting myself into, but I learned a lot and met so many great people. I've been involved in ICLA ever since.

2. How has your involvement with ICLA influenced your career?
ICLA has been incredibly influential in my career. Many people say it, but I have to reiterate it. ICLA is so much more than a professional association. It really is a community of friends. This community has opened up so many doors for me—from navigating job changes to providing endless resources on how to grow our licensing program.

3. Why/when did you decide to pursue a career in collegiate licensing?
When I was in college, I worked in the sports marketing office. I was burnt out, but I wanted to find a way to stay involved in college athletics. I had worked on various projects with the licensing director, and I ended up asking him about licensing internships. Long story short, I ended up getting an internship. I didn't expect to stay in collegiate licensing after graduation, but it has provided a great foundation for my career.

4. What is the biggest challenge to working in a university environment?
Collaboration. This is the biggest challenge, but also the most rewarding aspect of working at a university. Sometimes it feels like you have to pull teeth to get campus partners to work together. It can be so easy to stay in your silo, but when you break down those silos, the brand stories that you can tell from an institutional perspective are powerful and definitely worth the challenge.

5. What is the most important skill you have developed in your career?
Prioritization. There are so many components to a licensing department that it can be easy to get overwhelmed. I had to learn quite quickly how to prioritize my tasks based on what aligned with the vision and growth strategy for our program.

6. When people come to you for help, what do they usually want help with?
Navigating partnerships.

7. Who has been the most influential person in your career?
I'll let Dale Arens and Marty Ludwig fight for this one.

8. Who's your role model? Why?
Grandma Martin. She taught me the value of hard work, the strength in grace, and the joy in having fun.

9. 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?
"If you're not saying 'Hell Yeah!' about something, say 'no'". Build relationships with your vendors and retailers. When you understand the goals of your partners, you can identify points of synergy. It's in this space that you can accomplish a lot.

10. In your opinion, where is collegiate licensing headed in the future?
This sounds very simple, but I believe that collegiate licensing will go where the customer goes. The challenge is getting there before the customer so that we can deliver the best possible brand experience. To create this experience, I believe that institutions, vendors, and retailers will incorporate technology like never before. Technologies like RFID and print-on-demand provide brands with the opportunity to curate a 1:1 customer experience.

11. If you could choose one (1) amenity to add to the workplace, what would it be?
My pup. Working from home has spoiled both of us. It's going to be rough when I have to go back to work and can't bring her.

12. What percentage of your work-week is spent in your office?
We're still working from home, so 0% right now.

13. If you could turn any activity into an Olympic sport, what would you have a good chance at winning a medal for?
Moped races.

14. What's your favorite quote?
"The greatest glory in living lies not in never failing, but in rising every time we fall." – Nelson Mandela

15. What hobby would you get into if time and money weren't an issue?
Hike/backpack all of the national parks.

16. What is your favorite family tradition?
Euchre. Whenever my immediate or extended family gets together, it's guaranteed that euchre will be played. You just better hope that you're not on the losing team.

17. What are you really good at that might surprise people?
Backing into a parking spot.

18. If you didn't have to sleep, what would you do with the extra time?
Sleep. I don't care if I don't need it. I'd still sleep. I like it too much.

19. What is your biggest pet peeve?
People who don't shovel their sidewalks. (If you can't tell, we've had snow in Cincinnati recently!)

20. What is your favorite binge-worthy show right now?
My most recent binges were Bridgerton and Imposters.