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- Tasks: Lead strategic growth in product licensing across retail channels and drive brand engagement.
- Company: ITV Studios is a leading media production company known for its innovative content.
- Benefits: Enjoy flexible working with 3 days in the office and exciting corporate perks.
- Why this job: Join a dynamic team to shape consumer products that resonate with audiences worldwide.
- Qualifications: Extensive experience in consumer products and retail licensing, ideally in entertainment or lifestyle sectors.
- Other info: This role offers a chance to work with top-tier retailers and drive impactful brand strategies.
The predicted salary is between 43200 - 72000 £ per year.
Join to apply for the Director of Consumer Products & Retail role at ITV Studios
Join to apply for the Director of Consumer Products & Retail role at ITV Studios
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Workplace: White City, London – 3 days a week in the office.
Closing Date: 2nd September 2025
The role
As a key commercial leader within ITV Studios\’ Brand Licensing team, the Director of Consumer Products will drive strategic growth in product licensing across all retail channels including local and international retailers, digital commerce, and direct to consumer platforms. This role plays a critical part in executing ITV’s ‘More Than TV’ vision, taking our much loved IP beyond the screen and into consumers\’ hands. The successful candidate will lead initiatives that grow our licensed product business across categories (toys, apparel, home, publishing, health & beauty, kitchenware and more), delivering innovation through retail and eCommerce partnerships, and deepening brand engagement with consumers.
This is a high-impact role requiring strong commercial acumen, a deep understanding of the global retail ecosystem, and the ability to translate IP into culturally relevant, trend-driven consumer products
Main responsibilities
RETAIL AND LICENSING STRATEGIC EXECUTION
- Lead ITV Studios’ UK & International retail programmes across major channels including grocery, mass, specialist and eCommerce retailers.
- Manage strategic joint business planning with top retailers and key licensees, aligning on brand objectives and driving commercial success.
- Collaborate closely with the VP and senior stakeholders to deliver best-in-class product ranges across core IPs.
- Pitch franchises and campaigns to senior buying teams, crafting persuasive, insight-driven proposals.
- Own the development plan for ITV Studios direct to consumer (DTC) channels working with operational partners to maximise opportunities for growth.
COMMERCIAL GROWTH & BUSINESS DEVELOPMENT
- Build strong retailer and licensee relationships to optimise brand placement, product range development and sell-through performance.
- Work with VP of Consumer Products & Retail to identify new business and category opportunities through market analysis, consumer trends and competitor benchmarking.
- Actively seek high-value commercial partnerships that maximise royalty revenue, product visibility and brand equity.
- Partner with Social, Creative and Marketing teams to deliver omni-channel commerce strategies including marketplace listings (e.g. Amazon), tCommerce, and social commerce activations.
- Champion the optimisation of digital retail assets, online merchandising, and CRM insights to drive conversion and brand engagement.
- Monitor key online sales KPIs and collaborate on performance optimisation initiatives.
BRAND & PRODUCT DEVELOPMENT
- Oversee development of trend-led, fan-first consumer products that authentically reflect ITV IP and resonate with target demographics.
- Support creative development and range planning with licensees, ensuring consistency, compliance and premium brand representation.
- Contribute to global brand expansion, including territory-specific adaptations.
CROSS-FUNCTIONAL & PARTNER COLLABORATIONS
- Work in tandem with internal ITV stakeholders (e.g. Production Labels, Marketing, Creative, Legal) to deliver integrated consumer product campaigns.
- Collaborate with cross-divisional teams (e.g. Show integrations and live experiences) to create cohesive brand activations under one lens.
- Represent ITV Studios at key industry trade shows, retail forums and brand summits.
COMMERCIAL NEGOTIATIONS
- Drive high-value negotiations with retailers, licensees, and eCommerce platforms, securing best-in-class deals that drive margin and reach.
BRAND PROTECTION
- Champion IP integrity and compliance across all product lines, working closely with legal and global compliance teams.
MAXIMISING COMMERCIAL EXPOSURE
- Drive visibility of ITV Studios’ brands to unlock commercial growth opportunities across all channels, assessing where and how to drive revenue versus exposure
PARTNER MARKETING OVERSIGHT
- Work with partners and the Brand Operations Team to ensure successful execution of Brand, PR and marketing campaigns aligned with brand objectives.
REPORTING, ANALYTICS & BUDGETING
- Ensure all opportunities, leads, and commercial activity are tracked using SalesForce. Maintain an up-to-date contact database of licensees, agents, and partners.
- Maintain accurate forecasting and tracking of sales, royalties and marketing spend.
- Use consumer insights, retail data and performance analytics to inform strategic planning and campaign optimisation.
Skills you’ll need (minimum criteria)
- Extensive experience in consumer products, retail licensing or related commercial retail roles – ideally within entertainment, lifestyle, or toy sectors.
- Proven ability to manage top-tier retail accounts and deliver brand licensing strategies at scale.
- Track record in eCommerce/digital sales performance and familiarity with DTC trends, marketplaces, and social commerce tools.
- Demonstrated success leading partner negotiations and commercial planning cycles.
- Experience delivering growth through insight-led strategy, trend forecasting and collaborative stakeholder engagement.
- Ability to present complex information and maintain creative brand standards
- Commercially astute with strong negotiation and relationship-building skills.
- Data-literate with the ability to interpret consumer/retail data and inform decisions.
- Confident communicator and skilled presenter with senior external stakeholders.
- Highly organised, adaptable and thrives in a fast-paced, matrixed environment.
- Collaborative team player with a proactive mindset and results-driven approach.
Other things we’re looking for (key criteria)
- Excellent communication skills – written and verbally
- Strong presentation skills and collaboration skills are a must
- Strong interpersonal skills and relationship builder
- Team player – works well independently but also collaboratively as part of a wider commercial team
Seniority level
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Seniority level
Director
Employment type
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Employment type
Full-time
Job function
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Job function
Sales and Marketing
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Industries
Media Production and Broadcast Media Production and Distribution
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Director of Consumer Products & Retail employer: ITV Studios
Contact Detail:
ITV Studios Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Director of Consumer Products & Retail
✨Tip Number 1
Network with professionals in the consumer products and retail sectors, especially those who have experience in licensing. Attend industry events or webinars to connect with potential colleagues and learn about the latest trends.
✨Tip Number 2
Familiarise yourself with ITV Studios' current product lines and brand strategies. Understanding their IP and how it translates into consumer products will help you articulate your vision during interviews.
✨Tip Number 3
Prepare to discuss your experience with eCommerce and digital sales performance. Highlight specific examples where you've successfully driven growth through innovative strategies in these areas.
✨Tip Number 4
Showcase your negotiation skills by preparing case studies of past successful partnerships. Be ready to explain how you built relationships and secured deals that benefited all parties involved.
We think you need these skills to ace Director of Consumer Products & Retail
Some tips for your application 🫡
Tailor Your CV: Make sure your CV highlights relevant experience in consumer products and retail licensing. Focus on achievements that demonstrate your ability to drive commercial growth and manage top-tier retail accounts.
Craft a Compelling Cover Letter: Your cover letter should reflect your passion for the role and ITV Studios. Discuss how your skills align with their vision of 'More Than TV' and provide specific examples of how you've successfully executed similar strategies in the past.
Showcase Your Commercial Acumen: In your application, emphasise your understanding of the global retail ecosystem and your experience with eCommerce trends. Use data and metrics to illustrate your success in previous roles, particularly in driving sales and brand engagement.
Highlight Collaboration Skills: Since this role involves working closely with various teams, make sure to mention your experience in cross-functional collaborations. Provide examples of how you've successfully partnered with stakeholders to achieve common goals.
How to prepare for a job interview at ITV Studios
✨Understand ITV's Vision
Before the interview, make sure you grasp ITV's 'More Than TV' vision. Be prepared to discuss how your experience aligns with this vision and how you can contribute to taking their IP beyond the screen.
✨Showcase Your Commercial Acumen
Highlight your experience in managing retail accounts and driving brand licensing strategies. Prepare examples of how you've successfully negotiated high-value deals or partnerships in the past.
✨Demonstrate Trend Awareness
Be ready to discuss current trends in consumer products and retail, especially within the entertainment and lifestyle sectors. Show that you can translate these trends into actionable strategies for product development.
✨Prepare Insight-Driven Proposals
Think about how you would pitch a franchise or campaign to senior buying teams. Prepare a mock proposal that includes insights and data to back up your ideas, demonstrating your ability to craft persuasive presentations.
