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Streaming giant Netflix is on the lookout for a licensing and merchandising executive to lead its fledgling consumer products business.

The decision to establish a licensing and merchandising product division is a strategic move that the company hopes will drive show awareness and global subscriber membership after it broke its quarterly record for global subscribers in Q4 2016, adding over seven million new subscribers worldwide.

According to a job posting on the company’s website, the search is on for an LA-based senior manager to lead licensing, merchandising and promotion.

The successful candidate will licence Netflix brands and IP to retailers and suppliers in global territories across books, comics, gaming toys, collectables, soundtracks and apparel.

Other tasks will include the development of go-to-market plans for consumer, trade and retail marketing for licensed Netflix products, as well as creating growth strategies through both e-commerce and physical retail.

“We are pursuing consumer products and associated promotions because we believe it will drive meaningful show awareness with more tangible, curated ways to interact with our most popular content,” the posting states.

“We want licensed merchandise to help promote our titles so they become part of the zeitgeist for longer periods of time.”

Although the posting did not mention any specific programs, the decision to initiate an in-house consumer products division could affect how the company works with many of its kids content partners, such as DreamWorks and Saban Brands, who have already launched or plan to launch licensing and merchandising programs based on original series available on Netflix.

With the advent of a full series dropping all at once on streaming services, licensors have already had to rejig their retail strategies as timelines continue to shrink between show premieres and product launches.

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