Name: Michael DeMarco
Position/Institution: Director, Brand & Licensing @ The Northwest Group
Number of years in your position: 1.5
Alma Mater: Suffolk University
Hometown: Londonderry, NH

Why did you become involved in ICLA?
My sports licensing career kicked-off during my time at Life is Good -- as a smaller licensee within the collegiate space, ICLA was a hugely beneficial membership for me to join. It was a great way to expand my school network, learn from & collaborate with fellow licensees and strengthen/grow retail relationships.

How has your involvement with ICLA influenced your career?
Since becoming a member, not only has each of the aforementioned come to fruition, but my knowledgebase, and ultimately my career, has evolved greatly. When I first started playing in the college licensing arena, I was working with roughly 25 schools. Through ICLA-related connections, I then had the opportunity to transition into a new role/organization with a school base of 400+. My product catalog remained the same (apparel and headwear) but was much expanded upon. After a couple of good years, I was, again, presented with the opportunity to elevate my role and vastly increase my licensing exposure -- this time to also include the professional leagues and dozens of entertainment properties.

Why/when did you decide to pursue a career in collegiate licensing?
Like many, I haphazardly found myself working in the world of college licensing. I was managing much of Life is Good's outbound licensing program -- acting as a licensor/brand owner, and then, sometime into that responsibility, an opportunity to partner with Notre Dame and Follett presented itself -- my first inbound program. The partnership was a huge success, and, as a result, my school base expanded quite quickly. The rest is history.

What is the most important skill you have developed in your career?
The ability to successfully manage a large number of projects/to-dos at any one time.

When people come to you for help, what do they usually want help with?
I believe that I'm most often asked about how I've been able to strategically grow/evolve programs --product/distro. rights.

Who has been the most influential person in your career?
Roy Heffernan. My first stint at Life is Good was Chief of Staff to the COO (Roy). As COO, Roy had his hand in every corner of the business, and as a result of my proximity to Roy, I was included in all aspects of his work. I was able to witness, and, in many instances, be a part of the ins and outs of operational excellence across an organization.

Who's your role model? Why?
My mother. My mother has made a wonderfully successful career for herself. In a lot of ways, she's a leader and a visionary. Over the years of her career, she has taken some risky (but calculated) chances --all of which have paid off greatly.

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?
Advice I've been given: I was once told to manage licensing partnerships (inbound or outbound) as a mini CEO. I was encouraged to treat each relationship as an entity in and of itself, and to have a constant, 360 view of how the partnership is being managed. Advice I'd give: put the brand first. Any brand that is truly worth licensing needs to be done with a 'brand first' mentality. It is all too often that the initial goal/objective gets lost along the way, and revenue becomes the driving factor. I confidently believe that a revenue-led program is unsustainable, and often finds itself in a place of brand erosion and with a lack of integrity.

In your opinion, where is collegiate licensing headed in the future?
In my view, collegiate licensing is at an interesting juncture. There continues to be more and more consolidation within the industry -- some of this consolidation I can get behind, but most of which I choose not to. With this consolidation often comes a pay to play philosophy, and, ultimately, fragmented programs and brand erosion. In some ways, I think we need to go back to our roots. The days of over-licensed programs are behind us, but I also believe that we've overcorrected and we're now under-licensing programs, leaving retailers and end customers without the product mix that they (and the brand) deserve.

What percentage of your workweek is spent in your office?
Varies. Some weeks I'm entirely working from my home office. Other weeks I'm entirely on the road with agency, retailer and/or licensor partners.

If you could turn any activity into an Olympic sport, what would you have a good chance at winning a medal for?
Traveling through an airport. I'm a whiz.

What's your favorite quote?
Fortune favors the bold.

What hobby would you get into if time and money weren't an issue?
I'd work to become a sommelier.

What is your favorite family tradition?
Sunday dinner.

What are you really good at that might surprise people?
Cooking.

If you didn't have to sleep, what would you do with the extra time?
Learn to play the saxophone.

What is your biggest pet peeve?
Those individuals that choose to take a phone call/Facetime in public with no headphones. What allows folks to think that's acceptable?

What is your favorite binge-worthy show or book you are reading right now?
Veep.

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