Senior Licensing and Brand Manager
About us
At DFS Group, we’re proud to help people create spaces they love to live in. We’re home to DFS, Sofology, and The Sofa Delivery Company: three brands with their own personalities, brought together by a shared mission.
Behind our brands is a passionate Group team. From Finance and Technology to People, Marketing and Supply Chain, our Group functions power everything we do. They create the foundations that allow our brands to thrive, innovate and grow.
Whether you’re supporting our brands or serving our customers, the mindset that connects us means we expect more of ourselves and each other. It means every customer is our favourite, every voice is valued, and every interaction is one we’re proud of.
When you’re part of a community that shares your way of thinking, the wins feel bigger. The effort feels worth it. It’s a place where people stay because they feel valued, and find room to grow because they’re challenged.
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. You’ll be managing a varied licensing portfolio, making sure we’re compliant with contractual obligations and maximising revenue opportunities through effective negotiations and building really strong relationships with those you’ll be working with.
What you’ll be responsible for
Developing and executing a comprehensive brand licensing strategy to maximize DFS brand presence in the upholstery / home market.
Identifying and securing licensing agreements and house brand propositions.
Managing the licensing portfolio to ensure compliance with contractual agreements and driving commercial success.
Ensuring all obligations are met from both sides, to deliver the required minimum guarantees.
Identifying and negotiating licensing agreements in line with objectives, ensuring that agreements align with the DFS brand values and objectives.
Continuous exploration of commercial opportunities within the portfolio (license and own brand propositions) to leverage and maximise each collection/ partnership.
Leading (when required) contract negotiations with rights holders, licensor to ensure favourable terms.
Ensuring compliance with intellectual property (IP) rights, trademarks, and brand guidelines.
Monitoring and enforcing licensing agreements, including securing agreed royalty payment deals and contract renewals.
Collaborating with product development teams to source unique and exclusive product opportunities
Overseeing control on authenticate products for licensors to maintain product integrity.
Helping identify new product opportunities for the license and own brand propositions.
Developing and managing the licensing spend and performances, setting financial targets and revenue goals.
Tracking and reporting sales performance of licensed products and optimise strategies for growth.
Helping Implement pricing strategies to maximise profitability.
Working closely with the marketing, online, retail and in-store property teams to promote licensed products through channels
Developing brand plans to enhance brand offering via the partner and licensing programme.
Attending industry trade shows and expos to foster relationships and expand the licensing portfolio.
Inspiring and motivating internal teams to achieve commercial objectives.
Providing line management, guidance and mentorship to foster talent and drive team performance.
We’re looking for someone who has
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.
Don't let it discourage you if you don't have all of this experience, it's a guideline that will help you hit the ground running. If the role sounds like it would be a great fit for you and you're confident that it suits you, we'd love you to apply.
Room to grow
Everyone at DFS Group begins with a structured induction designed to help you understand our brands, our culture and how we work together.
From day one, you will have access to our online Learning Hub, filled with digital courses, tools and resources to support your development.
For leaders, we offer virtual workshops focused on building confident, capable leadership. We also run skills-based workshops to strengthen core capabilities across the business.
Colleagues can also undertake nationally recognised qualifications through our apprenticeship programmes, giving you the opportunity to gain external accreditation while you grow your career with us.
Our DFS Group benefits
We believe great work deserves great support. That’s why we offer benefits that help you grow, feel looked after, and enjoy life beyond work. Here’s what we have to offer:
22 days holiday, plus the option to buy up to 5 moreEnhanced family leave, with 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 to help you save and reduce your impact
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.