• Kerryn McCormack - GM Licensing at Merchantwise Licensing
    Kerryn McCormack - GM Licensing at Merchantwise Licensing
  • Natalie de Freitas-Ariente - GM Licensing & Retail at Merchantwise Licensing
    Natalie de Freitas-Ariente - GM Licensing & Retail at Merchantwise Licensing

Merchantwise Licensing has announced the promotion of Kerryn McCormack to general manager of licensing and the appointment of Natalie de Freitas-Ariente as general manager of licensing and retail. 

The appointments come alongside the opening of a new Merchantwise office in North Sydney, following consistent growth. 

McCormack is promoted to the role after eight years at Merchantwise, having spearheaded many successful programs for brands including Shopkins, Emoji, Sony Pictures and Pac-Man. 

In her new role, McCormack will continue to develop and execute extensive strategic brand and creative initiatives as well as manage the kids’ entertainment, film, TV and music portfolio. 

Meanwhile, de Freitas-Ariente is a new addition to the Merchantwise team and has over 15-years experience as a senior licensing and retail executive, having previously served as the CEO of Australian fashion brand, Karen Gee. 

She has worked across various B2B and B2C channels driving business growth for brands including Chanel, Berlei Intimates, Merlin Entertainment Group and Universal Music.

De Freitas-Ariente's role will involve oversight on the business’ portfolio of digital and gaming brands as well as select licensee partnerships and promotions.

She will also drive collaborative programs with the business’ retail partners, licensors and licensees to develop innovative in-store and online brand events. 

Speaking on the appointments, Merchantwise Group CEO Alan Schauder said that the business has built the "dream team of licensing."

"Our brand management businesses, Merchantwise Licensing (entertainment) and Asembl (food and lifestyle) are enjoying strong continued growth, so it’s exciting to be adding new high calibre personnel to our teams, as well as establishing a new office in North Sydney.

"Kerryn McCormack has been a highly valued senior member of our team for many years and will relish this new opportunity and challenge.

"Natalie is a great new addition to the business, coming to us with years of experience in licensing, location-based entertainment, retail and consumer products with businesses such as Bravado, Merlin, Berlei and Karen Gee.

"With Kerryn and Natalie at the helm, we really feel we have put together a dream team of licensing, marketing and creative professionals to drive the ongoing success of our clients’ brands and properties in Australia and New Zealand," he said. 


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