Liesa Dornan: A Leading Force in International Licensing and Retail Strategy
In the dynamic world of global brand management and licensing, few names stand out like Liesa Dornan. Renowned for her exceptional expertise in international licensing and retail strategy, Liesa has played a pivotal role in driving growth for some of the most iconic global franchises. From her early days at Marvel Entertainment to her current leadership position at Mob Entertainment, Liesa Dornan’s career trajectory is a testament to her unwavering commitment, strategic vision, and industry acumen.
The Early Years and Education of Liesa Dornan
Liesa Dornan’s foundation in business and marketing was laid at Glasgow Caledonian University, where she earned a Bachelor of Business Administration (B.B.A.) between 1997 and 2000. This academic grounding provided her with a robust understanding of business principles, preparing her for the complexities of international markets and brand development.
To further hone her marketing expertise, Liesa pursued professional certifications, most notably achieving an Associate Diploma from the Chartered Institute of Marketing (CIM) in 2004. This qualification is recognised globally and underscores her proficiency in strategic marketing, consumer behaviour, and brand management—skills that would become instrumental throughout her career.
A Progressive Career Across Leading Global Brands
Marvel Entertainment: Building a Franchise Foundation
Liesa’s professional journey began in earnest at Marvel Entertainment, where she served as the UK Licensing Manager from 2008 to 2012. This period coincided with Marvel’s meteoric rise in the entertainment world, making it a crucial time to be involved in franchise management. Liesa’s responsibilities included managing EMEA direct-to-retail (DTR) partnerships, UK softline licensees, and promotional collaborators, ensuring that the Marvel brand’s reach and impact were maximised across multiple channels.
Her role also involved supporting global creative development, bridging the gap between creative vision and licensing execution. This experience afforded her deep insights into franchise mechanics and retail dynamics, setting the stage for future leadership roles.
The Walt Disney Company: Expanding Franchise Horizons
Following her success at Marvel, Liesa joined The Walt Disney Company, where she held the role of EMEA Franchise Manager from 2013 to 2014. In this capacity, she managed key franchises including Disney Princesses, Lucasfilm properties, and Marvel initiatives across Europe, the Middle East, and Africa.
Her role demanded coordination with diverse internal teams to ensure franchise alignment across various lines of business, including retail, digital, and live events. This strategic oversight enhanced brand visibility and consumer engagement in competitive markets, further cementing her reputation as a skilled franchise strategist.
Universal Pictures: Mastering European Retail Strategies
Liesa’s expertise soon led her to Universal Pictures, where she directed European retail strategies between 2014 and 2018. Here, she was instrumental in driving retail support for blockbuster releases like Minions and Jurassic World. Her strategic initiatives extended beyond theatrical launches to include home entertainment markets, demonstrating her holistic approach to franchise marketing.
Within the UK and broader EMEA region, Liesa forged lasting retail partnerships and executed high-impact promotional campaigns. Her efforts positioned Universal properties as staple brands in both the entertainment and fashion retail sectors, contributing significantly to revenue growth and market penetration.
Retail Monster Ltd: Driving International Licensing and Brand Management
In 2018, Liesa joined Retail Monster Ltd, taking on the Licensing Director role for Europe and later becoming the Vice President of International Licensing and Brand Management. Over nearly six years with the company, she spearheaded licensing strategies for high-profile entertainment and lifestyle brands including EA, Gearbox, and Shelby.
Her leadership spanned diverse markets across the UK, Europe, Japan, Latin America, and Australia, where she tailored brand rollouts to local cultural nuances. Liesa’s strategic plans translated franchise concepts into actionable retail and marketing initiatives, resulting in enhanced brand visibility and revenue growth internationally.
Formula 1: Short but Impactful Retail Leadership
Between September and November 2024, Liesa briefly served as Head of Retail at Formula 1. Despite the short tenure, her role was crucial in overseeing retail operations in the London area, likely focusing on expanding the retail footprint and optimising consumer engagement in a fast-paced sports entertainment environment.
Mob Entertainment: Steering International Licensing for a Growing Brand
Currently, Liesa Dornan is the Head of International Licensing at Mob Entertainment, a role she has held since February 2025. Mob Entertainment is renowned for its innovative approach to entertainment, particularly in the gaming sector with franchises such as Poppy Playtime. Liesa’s leadership involves expanding licensing strategies and retail partnerships globally to strengthen the brand’s presence and profitability.
Operating remotely from London, she leverages her extensive experience to identify new market opportunities, develop retail rollouts, and build strategic relationships with international stakeholders. Her role is crucial in navigating the fast-evolving entertainment landscape and maintaining competitive advantage.
Skills and Expertise: The Hallmarks of Liesa Dornan’s Success
Throughout her career, Liesa Dornan has demonstrated a vast repertoire of skills essential to international licensing and retail success:
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Strategic Licensing Management: Crafting and executing licensing plans aligned with franchise identity and market trends.
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Retail Management and Expansion: Developing and overseeing retail strategies that drive brand visibility and consumer engagement.
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Team Leadership: Leading cross-functional teams to deliver results within tight timelines and evolving priorities.
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Stakeholder Engagement: Building and nurturing relationships with licensors, retailers, and partners across diverse markets.
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Consumer Research and Market Insight: Utilizing data and insights to tailor brand strategies that resonate locally and globally.
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Product and Category Management: Managing product rollouts and categorisation to maximise sales and market reach.
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Negotiation and Business Development: Securing strategic agreements and identifying growth opportunities.
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Project Management: Coordinating complex initiatives spanning multiple regions and channels.
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Communication and Presentation: Articulating brand vision and strategy clearly to internal and external audiences.
This combination of strategic thinking, operational expertise, and relationship-building ability has made her an invaluable asset to every organisation she has served.
Personal Context: The Dornan Family and Industry Influence
Liesa Dornan is the elder sister of internationally recognised actor Jamie Dornan, famed for his roles in Fifty Shades of Grey and The Fall. While Jamie pursued a career in acting and modelling, Liesa carved her own path in the business and entertainment licensing world. Their family also includes Jessica Dornan, a fashion designer based in Falmouth, Cornwall.
This connection to the creative industries, while distinct, highlights a family with diverse talents across entertainment, fashion, and strategic brand management.
Conclusion: A Visionary Leader in Licensing and Retail
Liesa Dornan’s professional journey encapsulates the evolution of a licensing and retail expert with a profound impact on some of the world’s leading entertainment brands. Her strategic vision, combined with hands-on experience across markets and industries, enables her to drive growth and innovate in the highly competitive global entertainment and retail sectors.
From Marvel’s superhero universe to Disney’s beloved franchises, from Universal Pictures’ cinematic giants to the gaming innovations at Mob Entertainment, Liesa’s fingerprints are evident in the success stories of these iconic brands. Her commitment to excellence and adaptability ensures she remains at the forefront of licensing and retail leadership.
As the entertainment landscape continues to evolve rapidly, professionals like Liesa Dornan exemplify the importance of strategic foresight, cultural sensitivity, and operational excellence in creating lasting global brand impact.
