Job Type: Permanent. Job Sector: Marketing, PR. Region: Yorkshire. Location: Doncaster. Salary: Competitive salary based on skills and experience. Posted: 29/05/2026. Recruiter: DFS. Job Ref: dfsgroup/TP/1953/194. Job Views: 1.
About the role
As the Senior Licensing and Brand Manager at DFS, you will be responsible for developing and executing our brand licensing strategy to enhance our presence in the upholstery and home market. You will focus on driving commercial success by identifying and securing strategic licensing agreements and expanding house brand propositions.
What you’ll be responsible for
- Develop and execute a comprehensive brand licensing strategy to maximize DFS brand presence in the upholstery and home market.
- Identify and secure licensing agreements and house brand propositions.
- Manage the licensing portfolio to ensure compliance with contractual agreements and drive commercial success.
- Ensure all obligations are met from both sides to deliver the required minimum guarantees.
- Negotiate licensing agreements in line with objectives, ensuring that agreements align with the DFS brand values and objectives.
- Continuously explore commercial opportunities within the portfolio (license and own brand propositions) to leverage and maximise each collection/ partnership.
- Lead contract negotiations with rights holders and licensors to ensure favourable terms.
- Ensure compliance with intellectual property rights, trademarks, and brand guidelines.
- Monitor and enforce licensing agreements, including securing agreed royalty payment deals and contract renewals.
- Collaborate with product development teams to source unique and exclusive product opportunities.
- Oversee control on authentic products for licensors to maintain product integrity.
- Help identify new product opportunities for the license and own brand propositions.
- Develop and manage licensing spend and performance, setting financial targets and revenue goals.
- Track and report sales performance of licensed products and optimise strategies for growth.
- Implement pricing strategies to maximise profitability.
- Work closely with the marketing, online, retail and in-store property teams to promote licensed products through channels.
- Develop brand plans to enhance brand offering via the partner and licensing programme.
- Attend industry trade shows and expos to foster relationships and expand the licensing portfolio.
- Inspire and motivate internal teams to achieve commercial objectives.
- Provide line management, guidance and mentorship to foster talent and drive team performance.
Qualifications
- 3-5+ years of experience in licensing or brand partnerships.
- Strong negotiation skills with experience in contract management and intellectual property licensing.
- A deep understanding of the home industry and interior trends.
- Strong leadership and team management skills.
- Excellent communication and relationship‑building abilities.
- Proficiency in financial analysis and revenue forecasting.
Benefits
- 22 days holiday, plus the option to buy up to 5 more.
- Enhanced family leave, up to 20 weeks at 90% pay after one year, or 10 weeks at 90% if you’ve been with us less than a year.
- Health cash plan from £2 a month, with everyday cashback.
- Employee Assistance Programme for support when you need it.
- Extras like flu vouchers, menopause support and health check.
- Pension with company contributions.
- Life assurance for peace of mind.
- Sharesave scheme to save each month and invest in our future.
- Structured induction from day one.
- Access to our Learning Hub and skills workshops.
- Leadership development and apprenticeship programmes.
- 30% colleague discount, plus 15% for friends and family, three times a year.
- Discounts and cashback at hundreds of retailers.
- SmartTech scheme to buy tech up to £1,000 through salary sacrifice.
- Cycle to Work scheme for bikes and accessories up to £1,500.
- Electric vehicle lease scheme with Octopus.
- One paid volunteering day each year.
Equal opportunities
We’re proud to be an equal opportunities employer, committed to building a workplace that reflects the communities we serve and makes room for different backgrounds, perspectives and experiences. We turn that commitment into action through colleague networks, trusted partnerships and recognised accessibility initiatives such as the Hidden Disabilities Sunflower.
If your experience does not quite match every part of the role, we’d still love to hear from you. If you need any adjustments or additional support during the application process, please contact our Talent Team at talent@dfs.co.uk and we will be happy to help.
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