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About the role:
As Senior Brand Licensing Manager within the JCB Consumer Products team, you will play a key role in shaping and expanding JCB’s presence in global retail markets. With over 10 million licensed and merchandise products sold each year from tools and toys to workwear, batteries and safety products. This role is pivotal in driving continued category growth and ensuring our licensed product ranges truly reflect the strength and reputation of the JCB brand. You’ll lead strategic licensing activities across tools, hardware, apparel and safety products, working closely with partners to deliver high‑quality products, secure new opportunities, and drive strong commercial performance.
What does this role involve day to day?
· Identifying, developing and securing new licensing opportunities to grow JCB’s retail presence.
· Understanding market and retail trends to shape new categories and product expansions.
· Managing and maintaining all licence agreements, including negotiations, renewals and terminations.
· Building and sustaining strong relationships with licensed partners, offering guidance, influence and challenge where needed.
· Providing partners with accurate analysis, forecasting and commercial insight to support planning.
· Supporting licensees with compelling selling stories, launch plans, events and promotional materials.
· Agreeing annual business plans with partners, covering sales growth, distribution, NPD and brand support.
· Overseeing product development, ensuring new products meet JCB’s quality standards and brand values, and approving all product designs and branding.
· Leading and supporting the delivery of effective marketing campaigns with licensees.
· Coordinating JCB Consumer Products and licensee participation at relevant exhibitions and shows.
· Managing budgets and delivering against financial targets for safety and apparel licensing categories.
· Developing strategic plans with licensees to drive long‑term and sustainable growth.
· Acting as a brand ambassador for JCB, promoting licensed products internally and externally.
· Maintaining strong working relationships with internal JCB teams to maximise visibility and sales opportunities.
· Providing clear leadership, people management and direction within the team.
This will be suited to you if…
· You have proven experience in brand licensing, sales, marketing or product development, with a strong track record of driving commercial growth.
· You are commercially astute, financially confident and able to build robust business cases and forecasts.
· You’re a strong relationship builder who can influence, negotiate and challenge constructively with both internal and external stakeholders.
· You have a strategic mindset, combined with a hands‑on, proactive approach and the ability to work at pace.
· You’re confident leading people and managing performance, with experience in line management.
· You thrive in a varied role that spans business development, product approval, marketing and partner management.
· You have strong project and time‑management skills and can work effectively under pressure to meet deadlines.
· You’re highly organised, detail‑focused and motivated to deliver excellent results.
· You’re comfortable representing the JCB brand and are willing to travel when required.
· Degree‑level qualification is desirable, and you’ll ideally bring at least 3 years of brand licensing experience or 5+ years in a commercial sales/marketing role with exposure to licensing or retail.
What happens next?
Ordinarily, our Resourcing Team reviews and shortlists CVs. If shortlisted, you’ll speak to one of our Recruiters to discuss the role further. Our interview process usually consists of an initial team’s interview followed by an in-person interview. We’ll keep in touch throughout the process but if you have any questions, please get in touch at
What’s in it for you?
This is your chance to join a company that values expertise not only in rewards but also in real employee care. At JCB you don’t just get a competitive salary, 33 days’ holiday and access to our company pension—you can also use our onsite gym, in-house doctor and dentist. We have an ULEV car scheme available for our employees too. Then there’s the JCB Rewards Hub, which gives you discounts with high street retailers. Feel like biking to work? There’s our Cycle to Work Scheme.
We value diversity and welcome applications from candidates from all backgrounds.
We’re committed to ensuring our recruitment process is fair and inclusive. If you face any accessibility challenges with your online application and require additional support, you have the option of speaking to a member of our Recruitment Team who can support you to complete an application in an alternative format. If you would benefit from this support, please email recruitment@, and a member of the team will be in touch.
Recruitment Agencies: JCB does not accept any speculative approaches to present candidates for advertised vacancies.