HIGH CAMP CONSULTING
BUILDING, LAUNCHING AND DEVELOPING REVENUE GENERATING BUSINESSES
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Global Brand Strategy, IP Monetization & Business Development
FRANCISCO ARENAS
INNOVATION RESTS AT THE EDGE OF THE COMFORT ZONE
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EXPERIENCE
Francisco is a seasoned executive with deep global brand strategy, IP monetization and business development experience, driving organizational growth and revenue for leading companies worldwide.
EXPERTISE
Business Development ^ Brand Strategy ^ Content Development ^ Events & Experiences ^ Consumer Products & Retail ^ Partnerships ^ US & International Strategy ^ Monetization & Management of IP ^ Negotiations ^ P&L & Forecast Planning ^ MBA
VP Global Brand Product Licensing & Partnerships
Condé Nast
ViacomCBS
VP Brand Licensing
Senior Director Global Consumer Products/Business Development
The Walt Disney Company | ESPN
Billboard - The Hollywood Reporter Media Group
SVP Business Development & Licensing
Univision Communications
VP Licensing/New Business Development
Franchise Development & Digital Strategy Consultant
Believe Entertainment Group
ADDITIONAL EXPERIENCE
M B A
WORK
CONTENT DEVELOPMENT
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Negotiated a content development partnership between Believe Entertainment Group and CampusLore to produce sports content series for streaming platforms, securing access to major player union rights including the NFL, NBA, MLB, USWNT and WNBA.
Click image to view sizzle reel “Rivals”.
High Camp Consulting
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Worked with Believe Entertainment Group on content development and IP monetization strategies.
“All for the Shot” is a concept series that follows National Geographic’s leading explorers and photographers on assignments around the world.
High Camp Consulting
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Partnered with Believe Entertainment Group on content development and IP monetization strategies.
“Casa & Company” with Sabrina Soto is a concept program tailored for HSN’s media and retail business that brings talent close to fans along with a multi-category licensed offering of consumer products.
High Camp Consulting
EXPERIENCES & EVENTS
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Pioneered the vision and spearheaded the strategic development and implementation of Condé Nast Traveler's first global travel program, culminating in the negotiation of a revenue-generating licensing partnership with premier luxury travel provider, Abercrombie & Kent.
“Bringing A&K and Condé Nast Traveler together highlights the importance of partnerships at the intersection of content and product,” said Francisco Arenas, VP Global Brand Product Licensing and Partnerships at Condé Nast. “Now, enthusiasts of our IP will have the opportunity to experience the world from the lens of our best-in-class editors, at unprecedented execution quality”
Click image to visit co-branded website
Condé Nast
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Oversaw the development and successful launch of the multiyear Vogue Cafe in Sydney, securing a strategic revenue-generating partnership with Lowan Capital (operating partner) and News Corp (media partner) for its prime Darling Harbour location.
This collaboration introduces a unique fusion of fashion and gastronomy to Australia's hospitality scene and has been celebrated for its design and customer experience.
Additional Vogue Cafes launched in key global cities like Beijing, Doha and Istanbul.
Click image to visit branded website.
Condé Nast
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Spearheaded the global strategy for expanding the hospitality and property business, centered on diversifying the portfolio of branded offerings to effectively address diverse customer segments and target audiences worldwide.
This strategy, informed by rigorous professional research studies and industry expert insights, encompassed branded residences, airport locations, bars, cafes, hotel activations and membership lounges among other land based concepts.
Condé Nast
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Developed the first branded escape room in the U.S. through a partnership with Escape The Room, the nation’s leading operator.
Collaborated with South Park creators to bring a unique episode to life as an immersive experience. The branded escape room launched nationwide and activated in 19 cities.
Click image to view launch video.
ViacomCBS
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Launched an onboard live branded experience across 25+ Carnival cruise ships, allowing guests to participate on stage throughout their journey. The experience culminates in a grand finale with prizes, designed to entertain guests and families alike.
Negotiated long term licensed agreement to curate music experiences onboard.
ViacomCBS
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Curated a live, onboard music experience inspired by Billboard charts to engage and entertain captive cruise audiences through branded entertainment. The licensing model enabled scalable expansion across Holland America Line’s fleet.
Click image to visit Holland America’s experiences.
Billboard - The Hollywood Reporter Media Group
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Introduced and launched the first licensed VIP fan experience within Viacom’s events portfolio, creating a scalable model for expansion across additional Viacom brands.
ViacomCBS
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Negotiated the relaunch and led the monetization strategy for MTV’s Wild ’N Out Live Tour in partnership with Live Nation, spanning 26 stops nationwide.
ViacomCBS
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Partnered with Live Nation to launch a collection of branded products sold exclusively at Jones Beach Theater in New York.
Click image to view press release.
Billboard - The Hollywood Reporter Media Group
CONSUMER PRODUCTS
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Led brand architecture and athlete co-branding strategy for a new upscale action sports brand extension launched at Dick’s Sporting Goods.
The program included bikes, skateboards and protective gear.
The Walt Disney Company | ESPN
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Teamed up with Adidas’ Skateboarding division to develop a co-branded MTV ’90s retro collection, featuring apparel and footwear inspired by iconic cultural moments.
ViacomCBS
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Ahead of Vogue World 2024: Paris, collaborated with Vogue’s global and Balenciaga’s teams to develop a 10 piece collection of exclusive products that celebrated the iconic location where Vogue World took place, Place Vendôme.
The product collection was available world-wide and included Balenciaga’s signature unisex t-shirts, hoodies, caps and to-go coffee cup all co-branded with the Vogue global brand.
Click image to view press release.
Condé Nast
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Developed Billboard’s global franchise strategy to expand business beyond the U.S., encompassing web development, content syndication, ad sales and consumer product licensing.
Negotiated and launched Billboard’s first international licensing deal with a leading fashion apparel firm in Japan.
Click image to view launch event.
Billboard - The Hollywood Reporter Media Group
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Negotiated and led the go-to-market strategy for a co-branded tennis capsule between global tennis brand Head and Vogue.
The program launched around the US Open ’24 to celebrate a shared passion for the sport, bringing Vogue’s signature fashion-forward sensibility to the court.
The globally available line included tennis essentials such as apparel, bags, racquets and balls ranging from $50 to $290.
Condé Nast
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Negotiated a multi-year, seven-figure global licensing deal to distribute Billboard branded headphones on all Delta Air Lines flights worldwide.
Billboard - The Hollywood Reporter Media Group
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Developed the first global style guides for brands including GQ, Allure, Condé Nast Traveler and Bon Appétit to extend and monetize IP across product categories, retail channels, experiences and events.
The strategy led to partnerships with top tier licensees and licensing agents, culminating in the launch of inaugural collections at retail.
Condé Nast
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Created and developed Billboard’s first global style guide to launch the brand into the consumer products and retail licensing market.
Click image to view global style guide.
Billboard - The Hollywood Reporter Media Group
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Negotiated licensing agreement with top manufacturer in Mexico to launch a new Sesame Street baby-focused collection based on the newly developed style guide.
The retail distribution strategy spanned mass, department and specialty channels.
Sesame Workshop
RETAIL STRATEGY
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Led global franchise development strategy for ESPN and X Games licensing, building Direct-to-Retail (DTR) merchandising programs and managing a multi-category portfolio across apparel, accessories, sporting goods, toys, electronics, food & beverage and more.
Oversaw a network of 120+ licensees worldwide.
The Walt Disney Company | ESPN
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Collaborated with J.Crew nationwide to celebrate The New Yorker’s 100th anniversary on February 20, 2025.
The limited-edition collection featured iconic pieces of creative assets offering apparel and accessories items for men, women and kids.
The launch was extremely successful with key items selling within hours triggering reorders to grow the program.
Condé Nast
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Global DTC Turnaround: Led successful restructure and growth strategy for the global Direct-to-Consumer business
Vogue Store Transformation: Implemented global DTC model on Shopify, optimizing for regional consumer behaviors and maximizing internal company capabilities ranging from procurement to brand teams
Condé Nast Store Redesign: Reimagined store with licensing partner Fine Art America, enhancing creative presentation and KPIs via web analytics.
Expanded Digital Presence: Launched dedicated shops and new product offerings across main branded websites- The New Yorker, Vogue, Vanity Fair among others
Diverse Product Offerings: Broadened product range including wall art, apparel, accessories, pet items, totes, licensed products among others
Click image to visit the Condé Nast Store.
Condé Nast
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Led the global redesign of Vogue’s Direct-to-Consumer (DTC) business consolidating 5+ local sites into one brand-aligned global store, enhancing customer experience, optimizing conversion, and streamlining warehousing, contracts and inventory management to boost ROI.
Condé Nast
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Negotiated, developed and launched a limited-edition apparel and accessories program celebrating MTV’s heritage, featured in dedicated merchandising sections at Forever 21 stores nationwide.
ViacomCBS
Billboard - The Hollywood Reporter Media Group
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Developed and executed a Direct-to-Consumer (DTC) strategy to launch branded products through a dedicated shop section on Billboard’s main website.
INTERVIEWS & PR
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Abercrombie & Kent and Condé Nast Traveler Announce Exclusive Global Licensing Partnership to Launch “Curated Escapes”
“Bringing A&K and Condé Nast Traveler together highlights the importance of partnerships at the intersection of content and product,” said Francisco Arenas, VP, Global Brand Product Licensing and Partnerships at Condé Nast. “Now, enthusiasts of our IP will have the opportunity to experience the world from the lens of our best-in-class editors, at unprecedented execution quality”
Click image to view press release.
Condé Nast
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Jesse Ashlock, Deputy Global Editorial Director and Head of Editorial Content at Condé Nast Traveler, announces the new global partnership with Abercrombie & Kent and shares his excitement about Condé Nast Traveler’s new immersive program based on his content.
Click image to view letter.
Condé Nast
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Featured in an interview with Total Brand Licensing, a leading U.S. publication covering the licensing industry.
Click image to view interview.
Billboard - The Hollywood Reporter Media Group
Billboard - The Hollywood Reporter Media Group
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Interviewed by License Global, a leading U.S. publication focused on the licensing industry.
Click image to view interview.
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Interviewed by Licensing.biz, a prominent European publication covering the licensing industry.
Click image to view interview.
Billboard - The Hollywood Reporter Media Group
RECOMMENDATIONS
MANAGERS
ViacomCBS
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“Francisco is a creative, entrepreneurial executive who possesses top-notch dealmaking and partner management skills. He is very adept at crafting win-win solutions for both parties in a transaction, and has that coveted ability to maintain positive forward momentum even in the trickiest, most complex negotiations. Francisco embodies the spirit of strategic innovation and helped spearhead a number of initiatives for my team aimed at monetizing company assets in unique and compelling ways.“ Jason Jordan
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“I’ve been working with Francisco for three years now and have been continuously impressed by his tenacity and wherewithal in deal-making. He has a nose for new opportunities and is constantly prospecting and sourcing across multiple industries. In the deal-making phase Francisco is a tough but smart negotiator, looking to create balance and finding a solution that works for all parties. He is also meticulous in his dealpoints and has an exceptional well-honed ability to think through all eventualities.“ Steve Raizes
The Walt Disney Company | ESPN and Univision Communications
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“It's not often you get the chance in business to work with someone across two vastly different businesses. However, that's exactly my experience with Francisco Arenas. Francisco played an integral role in helping us build out the ESPN Consumer Products on the International landscape. His ability to assess a market's potential and develop key relationships in each territory was vital in helping us expand ESPN's Consumer Products reach around the globe.
When I joined Univision, I envisioned bringing this 50-year-old iconic brand and sub-brands to the 54 million U.S. Hispanics in a new way. As I set out developing a game-plan on how to approach the Hispanic consumer products opportunity, there was only one choice to help me launch the business: Francisco.
Francisco's consumer products experience immediately proved critical in building a core team. He also developed key go-to-market strategies and negotiated key agreements which allowed us to quickly bring products to market. Francisco is both analytical and practical in his approach to business.
I'm proud to say that within just a little more than two years, Univision Consumer Products has been nominated for two LIMA awards. Those nominations are in large part to Francisco's contributions.“ Rick Alessandri
Sesame Workshop
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“I consider it a great privilege to have worked with Francisco at Sesame Workshop where his unique combination of analytical and strategic skills had a dramatic impact on our business. He developed and launched new regional programs and created from scratch a worldwide initiative that stands to this day as a critical piece of Sesame’s portfolio. I consider it an even greater privilege to have followed his career through ESPN and Univision where he has built business after business, division after division. Francisco is an executive who takes the bull by the horns, strategically dissects challenges and opportunities and develops a plan to maximize any situation. He’s a true architect. When you combine this talent with his great charm and tremendous energy, it’s an unbeatable profile.“ Elizabeth Kalodner
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“Francisco is a stellar marketing/licensing/new business development leader. I was fortunate to be able to hire him to lead Sesame Workshop's business across all divisions in Latin America where he did an outstanding job. He thinks "big picture" while at the same time rolls up his sleeves and get things done. Francisco knows what it takes to move business forward, build a brand that creates value for partners and his company. He is a highly effective leader who inspires colleagues to never settle for the status quo. Francisco never lets an obstacle get in the way of finding a solution.“ Maura Regan
CO-WORKERS
Univision Communications
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“Francisco posses a unique skill set and background with strong brand business development and marketing experience as well as a full understanding of the U.S. Hispanic market. He is constantly pursuing innovation in what he does engaging cross-division relationships to build new opportunities. From a Marketing perspective, I often refer to him as a resource for ideas to improve communications with our core clients and consumers. It is exciting and a pleasure working with him.“ Chiqui Cartagena
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“Working with Francisco allowed me to see his ability to create value for our organization. During my interaction with Francisco I was able to see his professionalism and dedication to drive business results in challenging environments. His ability to maintain a positive win-win attitude makes working with him a pleasure! His knowledge of the licensing business and great personality make him an accessible executive who takes the time to share his industry knowledge with those that work with him.“ Mario Anglada
CLIENTS
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“It was a successful and enjoyable journey collaborating with Francisco on the development of the first ever created global creative vision and style guide of the Billboard & The Hollywood Reporter brands. His vision allowed us to develop various creative themes, product collections and retail renderings to position the Consumer Products program across multiple categories. He proved to be a great leader and a visionary throughout the creative process, which resulted in the successful launch of the program at CES in Vegas. From his enthusiasm with the work to making us feel part of the team, he inspired StyleWorks to do our best creative work.“ Thomas Froberg
Original recommendations
CONTACT
HIGH CAMP CONSULTING
Global Brand Strategy, IP Monetization & Business Development
FRANCISCO ARENAS
New York, NY
LET’S MONETIZE THE IP AND ACCELERATE GROWTH AT YOUR ORGANIZATION
OPEN TO FULL & PART TIME ENGAGEMENTS
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