Category Licensing Manager GSA m/w/d

We take play seriously. We’re looking for curious adventurers ready to find their party, fueled by imagination and drive to build what’s never been built before. At Hasbro and Wizards of the Coast, you’ll collaborate with passionate teams to reimagine our iconic brands and create experiences that spark joy, connection, and community through the magic of play. This is your chance to shape legendary play that lasts a lifetime.

Category Licensing Manager – GSA m/w/d

Based in: Neu-Isenburg, Germany, with Hybrid working x 3 days Tuesday to Thursday in the office required. Please check your commute before applying.

The Opportunity:

Hasbro is looking for a commercially driven Category Licensing Manager to accelerate the growth of our Licensed Consumer Products business across Germany, Switzerland and Austria (GSA).

You will own a portfolio of licensing categories, with primary responsibility for developing Hasbro's Lifestyle, Fashion and Home business—one of the most strategic growth pillars for the GSA Licensing organisation and a critical driver of our long-term commercial ambitions. Working closely with both existing and new licensing partners, you will identify opportunities to position Hasbro's brands beyond the toy aisle, developing innovative products and partnerships that strengthen our presence in Lifestyle, Fashion and Home.

You will also lead Direct-to-Retail (DTR) opportunities across GSA, partnering directly with key retailers and strategic partners to develop exclusive collections, retail activations and customer marketing programmes that strengthen retailer relationships, enhance consumer engagement and deliver incremental commercial growth.

Working closely with Category Licensing Manager peers across GSA, Europe and Global teams, as well as Retail Licensing, Product Development, Marketing, Franchise, Finance and Legal, you will collaborate to develop category strategies, share best practices, leverage global expertise and deliver a One Voice approach that brings Hasbro's brands to life through best-in-class consumer products, innovative partnerships and compelling go-to-market strategies.

This is a highly commercial role combining business development, category strategy, strategic account management and cross-functional leadership.

Key Responsibilities:

Category Strategy & Business Development

• Develop and execute long-term category strategies aligned with Hasbro's franchise priorities and commercial objectives.
• Lead the development and execution of Hasbro's Lifestyle, Fashion and Home licensing strategy across GSA.
• Identify, pitch and secure new licensing partners that strengthen Hasbro's presence within Lifestyle, Fashion and Home.
• Build and maintain a strong pipeline of new licensing opportunities across strategic growth categories and existing business.
• Identify emerging consumer, retail and lifestyle trends to unlock new business opportunities.
• Develop compelling business cases and licensing proposals that support long-term commercial growth.

Licensee Management

• Build and maintain strong, long-term relationships with strategic licensing partners.
• Lead the end-to-end licensing process from prospecting and negotiation through contract execution and ongoing account management.
• Develop joint business plans with licensees that deliver sustainable commercial growth.
• Challenge and support partners to maximise innovation, product quality, distribution and commercial performance.
• Monitor partner performance against agreed objectives and implement corrective actions where required.

Commercial Growth & Go-to-Market

• Develop category-specific go-to-market strategies that maximise both short and long-term growth.
• Lead Direct-to-Retail (DTR) opportunities by partnering with retailers to develop exclusive product collections, customer marketing programmes and retail activations.
• Work closely with the Retail Licensing Manager to identify retailer opportunities, customer marketing initiatives and retail activation plans.
• Support retailer presentations through category expertise, commercial insights and compelling business storytelling.

Financial Management

• Own the commercial performance of assigned categories and deliver revenue, royalty and profitability targets.
• Contribute to annual budgeting, quarterly forecasting and long-range planning.
• Build business cases for strategic investments and evaluate return on investment.

Cross-Functional Collaboration

• Partner closely with Category Licensing Manager peers across GSA, Europe and Global to align strategies and share best practices.
• Collaborate with Retail Licensing, Product Development, Marketing, Franchise, Finance and Legal to deliver successful licensing programmes.
• Represent Hasbro at trade shows, industry events and strategic customer meetings.

Qualifications & Experience:

• Bachelor's degree or equivalent professional experience.
• Minimum 5 years' licensing experience with a strong understanding of the GSA licensing market.
• Proven success in business development, commercial negotiations and strategic account management.
• Experience developing Lifestyle, Fashion and Home categories is highly desirable.
• Experience managing retailer partnerships and Direct-to-Retail (DTR) programmes is an advantage.
• Strong commercial acumen, negotiation, presentation and analytical skills.
• Fluent German and English are required.

Success Measures:

• Delivery of revenue, royalty and profitability targets.
• Successful execution of the Lifestyle, Fashion and Home growth strategy.
• Acquisition and development of strategic licensing partners.
• Successful delivery of Direct-to-Retail (DTR) programmes and exclusive retailer partnerships.
• Expansion of Hasbro's brands into new lifestyle-driven categories.
• Strong cross-functional collaboration and contribution to the wider European licensing organisation.

Why Join Hasbro?

This is an exciting opportunity to lead one of the most strategically important growth pillars within Hasbro's GSA Licensing business.

You will play a key role in transforming Hasbro's brands into true Lifestyle, Fashion and Home brands, build partnerships with leading consumer products companies and retailers, and help shape the future of Hasbro's licensing business across one of our most important European markets.

The base salary range for this position is €71,800 to €107,000 and is eligible for bonus. The hiring range will vary based on factors such as experience and skills.

We Play to Win with our Leadership Principles:

• Knowing is Half the Battle
• Break the Mold
• Take Charge
• Be Legendary
• Friendship is Magic
• Matrix of Leadership

Apply now and help us build the future of play!

#LI-Hybrid

Employees may be eligible for annual and long-term incentives as part of their overall compensation package, depending on role, location, and eligibility. Benefits and programs may include:

• Health & Wellness
• Time Off to Recharge
• Financial Well-being
• Life & Family Support
• Volunteer and Community Initiatives
• Learning & Development 
• Exclusive Perks

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