Name: Bonita Alford
Position/Institution: Internal Campus Sourcing Manager/UCLA Trademarks & Licensing
Number of years in your position: 25 years
Alma Mater(s): Southern Methodist University, B.F.A. in Cinema
Hometown: Shreveport, Louisiana
Twitter (licensing): @uclalifestyle

1. Why did you become involved in ICLA?
In my previous job, I worked in business & legal affairs for film and tv production company. My position there morphed into handling their trademark licensing program. When I was hired at UCLA, my licensing background was helpful, but I was new to collegiate licensing. The information I got from the ICLA website, networking and seminars was a great way to get up to speed on the differences between my previous position and my new role as the Licensing Coordinator for a top university.

2. How has your involvement with ICLA influenced your career?
Utilizing the various resources provided by ICLA was a great way to increase my knowledge about the nuances of the collegiate licensing industry. It was like having a crash course in the principles, goals, and strategies to successfully support the management of a large-scale collegiate licensing program. ICLA gave me some great pointers on common pitfalls to avoid and how to pivot when necessary.

3. Why/when did you decide to pursue a career in collegiate licensing?
When I saw the ad in the Hollywood Reporter! I don't want to sound flippant, but the opportunity to work for a great institution like UCLA was a big reason I applied for the job. I joined the wonderful team at UCLA Trademarks & Licensing a little over one year after the UCLA Men's basketball team won its historic (and still unbeaten) 11^th National Championship. To this day I remember watching Tyus Edney's legendary coast to coast buzzer beater which made their eventual championship possible. One of the tenets of collegiate licensing is to protect and promote UCLA's reputation, and it's continued to be an honor to do so.   

4. What is the biggest challenge to working in a university environment?
I think time management is a big factor, just like any other job. There are so many demands from various stakeholders. My advice is to take a step back to prioritize your work load, and don't be afraid to ask for help if you need it.

5. What is the most important skill you have developed in your career?
I think it's the ability to correctly identify the expectations of the various stakeholders that I work with. I need to quickly identify what the particular need or ask is based on the situation so that I can provide a satisfactory outcome for all involved.

6. When people come to you for help, what do they usually want help with?
This goes hand in hand with the previous question and it depends on the audience. It could be a potential licensee wanting to know the best way to get a license, to a student group wanting to know how to get shirts made.

7. Who has been the most influential person in your career?
Without a doubt, it's Cindy Homes, the Director of UCLA Trademarks and Licensing. She leads by example and is true to her word. Working for her has been a pleasure and a fantastic learning experience. Her hard work and dedication is an inspiration to me. She's a dynamo.  

8. Who's your role model? Why?
My parents. My mother and father both grew up in the segregated south, and both went on to get multiple college degrees. My mother was a math teacher, served on the school board, and was a middle school principal before she retired. My father became an officer in the Army and retired with the rank of Lt. Colonel. They have both passed on, but when I think about all their accomplishments despite the obstacles, it makes me proud to be their daughter.

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?
The best advice came from my parents who told me it's ok to fail, as long as you did your best. My advice for someone new to licensing is to be open to taking some risks and moving out of your comfort zone or you'll get stagnant.

10. In your opinion, where is collegiate licensing headed in the future?
That's a great question. Like many others in our industry, I was afraid the demand for collegiate products would significantly suffer or disappear during the pandemic. Although sales are down, our industry has endured. I think this proves collegiate merchandise has become woven into the fabric of our culture. I think it will return to its previous volume, and grow, combined with more innovative distribution and marketing methods.

11. If you could choose one (1) amenity to add to the workplace, what would it be?
I'm a crazy cat lady, so a cat café would be awesome! Come to think of it, that's what I have now working from home. 

12. What percentage of your work-week is spent in your office?
100% now. 90% pre-pandemic.

13. If you could turn any activity into an Olympic sport, what would you have a good chance at winning a medal for?
I would get a gold medal for coming up with the worst case scenario for any situation.

14. What's your favorite quote?
"Be a rainbow in someone else's cloud." – Maya Angelou

15. What hobby would you get into if time and money weren't an issue?
I'd spend my time writing. I love writing short stories and screenplays. I also might knock out a novel or two.

16. What is your favorite family tradition?
During the Christmas holiday, my mom would make a big ol' pot of gumbo, and I would be her sous chef. She would invite all our family and friends over. She did this because it was my favorite dish. My cousins were eager for me to come back to visit, because it meant my mom would be cooking up a pot of gumbo.

17. What are you really good at that might surprise people?
Poker! I've had a string of  tournament cashes over the years, including a WSOP daily tournament.

18. If you didn't have to sleep, what would you do with the extra time?
I would read. I was a voracious reader when I was younger, but never seem to have the time now.

19. What is your biggest pet peeve?
People who litter or don't return their shopping carts. 

20. What is your favorite binge-worthy show right now?
My last binge worthy show was "Queen's Gambit" on Netflix, which I really enjoyed. I could relate to the story because female poker players are also seen as oddities, just like the main character of the show.