Licensing & eCommerce Director

Location: Woking, GB

Location: Woking 

Job Type: Permanent  

Contract Duration: Permanent

Location: McLaren Technology Centre, Woking, UK or East Coast, US

Purpose of the Role: You’ll be leading the growth of McLaren Racing’s Licensing and eCommerce department, which is tasked with creating and delivering the commercial strategy across a portfolio of existing licensing partners, our eCommerce activity, business-to-business merchandise sales as well as securing new licensing partners across a wide variety of categories that aligns with our core values and principles.

This post holder will be a strategic global marketing leader, who can drive the development of cohesive Licensing and Merchandise campaigns. Your primary role will be to manage and grow existing licensing partnerships, B2B sales business, lead new business discussions and collaboration cross-functionally across departments inside McLaren Racing in directing all aspects of the eCommerce business. This includes strategizing, planning and supporting on development and oversight of content plans to drive marketing and promotion of products. Furthermore, you’ll be responsible for monitoring performance analytics in order to lead go-forward strategy that aims to enhance effectiveness and drive revenue. You will be responsible for the strategic planning and implementation of the online business plan.

Role Dimensions:

Responsibility for budgets, income generator, flexibility in working hours will be required. The post holder will be required to spend time out of the office in order to maintain a high-level network of contacts across a range of sectors. Travel, both within the UK and internationally, will also be required.

Principal Accountabilities:

  • Understand the McLaren brand, more specifically the McLaren Racing brand, and the proposition and the assets which can be commercialised as a key competitive advantage
  • Lead global licensing initiatives, to build a worldwide footprint and increase the range of sectors and categories where the McLaren Racing brand will be successful
  • Develop concepts that will enable the McLaren brand to be deployed in innovative ways in different markets whilst ensuring continuous alignment to the core brand values and principles as determined by the Chief Commercial Officer.
  • Lead all elements of negotiation and deal structuring and identify agreements up for renewal in upcoming years and manage the renewal process with selected licensees
  • Partner with internal and external resources to develop and execute integrated programmes and drive the development of compelling & cohesive Licensing campaigns that enhance and grow excitement in McLaren around the globe and drive revenue
  • Identifying and initiating conversations that drive new business relationships and secure revenues
  • Identify gaps in the licensing portfolio, research potential partners / prospect categories, develop the opportunity, target and pitch prospects
  • Actively manage and seek out incremental revenue opportunities
  • Manage team that oversees existing licensing partnerships and build strong relationships with those licensees
  • Oversee and evaluate McLaren’s worldwide licensing landscape in terms of revenue commitments, opening new markets and expansion opportunities in existing markets
  • Keep abreast of developments within the Licensing industry, including competitor analysis.
  • Develop and propose a range of KPl's related to targets and benchmarks for performance to be reported monthly to the Chief Commercial Officer.
  • Develop and oversee a merchandising and strategy that guarantees a quality standard for Team Kit and replica product and ensures margins are maintained and performance is prioritised.
  • Orchestrate all aspects of a strategic eCommerce plan – combining existing expertise in sales, marketing, performance marketing, analytics and evaluation and management to deliver a best-in-class experience for all customers
  • Oversee and direct the strategy to develop and define the user experience
  • Create integrated marketing campaigns with the digital team to enhance conversion rates and increase order size
  • Lead work-streams with the strategy team to gain customer/fan insights through segmentation work that will better inform strategic targeting as means to enhance eCommerce revenue
  • Review the licensee product approval process to ensure all products fit within the overall strategy and brand values, as determined by the Chief Commercial Officer.
  • Manage the relationship with partners – including product accountability and providing guidance on advertising and promotions. Actively drive sales by working closely with partners buying and marketing teams
  • Review the processes for securing required trademarks for licensed products, make recommendations where required
  • Review alignment with other McLaren businesses (McLaren Automotive, McLaren Applied)
  • Manage the manufacturer's agreements compliance database, and make recommendations to ensure all manufacturers have agreed to work to the company's standards
  • Manage product and fulfilment services of business to business (b2b) customers, that deliver sales and profitability.
  • This role will need to work flexibily due to extensive travel between the US and the UK (depending upon where the candidate is based) as well as travel across the US. Other international travel may be required as the role demands.

Knowledge, Skills and Experience:

  • Extensive experience in creating strategy, planning, prioritizing and goal setting, including the ability to lead multiple projects, determine project urgency and create detailed action plans.
  • Extensive experience in successfully leading a Team and securing licensing deals that have diversified the core brand into new markets.
  • Seasoned professional in digital retailing market, B2B and B2C
  • Extensive knowledge of eCommerce technologies, tactics and analytics and significant expertise on eCommerce best-practice and emerging channels
  • Strong experience in online marketing, management information systems with good commercial awareness
  • Demonstrable track record of performance marketing in DTC environment
  • Ability to analyze data effectively to interpret, inform and implement a successful eCommerce strategy
  • Experience in successfully securing licensing deals that have diversified the core brand into new markets.
  • An excellent network of contacts across a range of blue chip FTSE 250 / Fortune 500 companies.
  • Hold well developed team-leadership skills, and should lead by example as a mentor for the Licensing & eCommerce team.
  • Have extensive experience in dealing with Consumer Brands.
  • Extensive experience of Licensing and eCommerce UK and US markets plus a solid network of relevant contacts.

Personal Attributes:

  • Results – a proven winner, someone who is driven; who comes with an outstanding work ethic and expects the best from him or herself and their people.
  • Credible - Considered credible and has gravitas, acting as a role model for the McLaren values.
  • Strategic - Provides clear strategy, vision and direction for the business.
  • Challenges – challenges others to strive for more, both in innovation and meeting stakeholder needs.
  • Leads - Leads an innovative culture by empowering and developing teams.
  • Ownership - Understands the impact of leadership behaviour on the business and demonstrates behaviours that support a high-performance culture within and across teams.
  • Collaboration – Engages in partnerships, networks and alliances to support long term success and engages in partnerships for decision making to support the best interests of the business.
  • Driven – a track record of getting things done.
  • Role Model – Is a role model and champions best practice in diversity and inclusion

These are our core values. They support our vision ‘to deliver the most exciting and inspiring performance in racing and are the things that we believe are most important in the way we live and work within the McLaren Racing family. They should directly inform how we think, how we behave, and how we perform at every level of our team. 


  • We never stop pushing forward
  • We look for advantage in everything
  • We bring creativity to challenges
  • We strive for simplicity


  • We bring energy to everything we do
  • We connect people to the thrill of racing
  • We share passion for our great sport
  • We never give up


  • We are respectful
  • We roll up our sleeves to get the job done
  • We serve the team
  • We are custodians of our legacy


  • We are open minded and curious
  • We own failures, learn and improve
  • We communicate with clarity and honesty
  • We are open to challenge


  • We are at our best when we’re at our bravest
  • We embrace opportunity
  • We take responsibility for our actions
  • We believe in what we do