Smiley Company
Senior Vice President Partnerships
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About Smiley
The Smiley Company is a globally renowned licensor working with leading licensees and retail partners to bring our family of brands to life. Our presence spans fashion, home, entertainment, lifestyle, and consumer goods. For over 50 years, Smiley has spread optimism and creativity through products that reflect the power of a smile. We are a dynamic team that values creativity, collaboration, and fresh ideas.
Purpose of the Role
The SVP Partnerships - Europe is responsible for the commercial growth, performance, and market positioning of their region. This is a senior leadership role with ownership of the regional growth plan, retail strategy, and most important partner relationships.
Working within Smiley’s Geo Squad structure, you will lead a team of Partnership Managers while directly managing strategic accounts. You will identify opportunities across retail channels and product categories, develop sustainable partnerships, and work with global teams to make our brands relevant to local audiences.
The role combines strategic leadership with hands-on commercial execution. You will need the judgement to balance immediate growth opportunities with long-term brand value.
Key Responsibilities
Regional Growth and Retail Strategy
- Develop and deliver a regional commercial strategy that drives revenue growth and expands Smiley’s retail presence.
- Build and maintain a clear view of the retail landscape, identifying opportunities across retailers, categories, and distribution channels.
- Prioritise opportunities that are commercially viable and support Smiley’s long-term brand positioning.
- Use market insight and account performance to refine the regional plan.
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Strategic Partnerships and Account Growth
- Personally manage the region’s most strategic and high-value accounts.
- Build strong relationships with retailers, licensees, suppliers, and brand partners.
- Identify new partnership opportunities and support the team in progressing high-value deals.
- Work with partners to develop existing accounts and improve their long-term performance.
Regional Marketing and Brand Development
- Work with the central marketing team to adapt global campaigns for local audiences and commercial opportunities.
- Identify culturally relevant collaborations, creators, influencers, and experiences that can strengthen consumer engagement.
- Assess global IP collaborations for their relevance and potential within the region.
- Partner with the marketing, brand, and IP teams on campaigns, design, and collection development, using performance insight to guide decisions.
Commercial Leadership
- Lead, coach, and develop a team of Partnership Managers across new business development and account growth.
- Set clear priorities and provide the market insight and direction the team needs to succeed.
- Build an accountable, collaborative culture focused on revenue growth and partner success.
- Ensure commercial plans and marketing activity work together across the Geo Squad.
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Key Skills and Experience
- Fluency in French, Spanish & English are essential; Italian is also desirable
- Significant senior commercial experience in licensing, partnerships, retail, or a related consumer-facing sector.
- A strong record of developing markets, growing strategic accounts, and delivering revenue growth.
- Deep understanding of retail channels, partner relationships, and the commercial decisions behind successful brand expansion.
- Experience leading and developing commercial teams while remaining personally involved in major partnerships.
- Strong commercial judgement, negotiation skills, and the ability to turn market insight into a practical growth plan.
- The ability to work effectively across cultures and collaborate with creative, marketing, and brand teams.
Salary and Benefits
- Competitive base salary and sales commission
- 33 days’ holiday, including bank holidays
- Pension scheme
- Work from home on Fridays
- Access to Perkbox and Vitality health insurance
If you are a commercially driven leader who enjoys building teams, developing partnerships, and shaping the growth of a globally recognised brand, we would love to hear from you.
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