Debra Joester on Cupcake Digital's Susan Miller and Animal Planet
Debra Joester has led the international licensing agency to the forefront of its field. Recognized as a licensing and merchandising industry leader, Joester has more than 20 years of experience in developing award-winning strategic brand extension programs as well as breakthroughs in entertainment licensing, promotional licensing and special events marketing. Prior to founding her own agency, Joester held the position of president at Hamilton Projects, Inc. for 10 years, during which time she lead the New York-based international licensing agency to its top position within the industry. As the architect of the firm’s most important programs, Joester was responsible for the licensing success of the Chrysler and Dodge divisions, Dr. Scholl’s, Miller Brewing Company, The United States Postal Service, Coppertone and other blue chip accounts. At JLG, Joester continued to drive the global success of the Jeep brand for over a decade, and, more recently, developed the innovative licensing strategy for two of the world’s leading media brands, The Discovery Channel and Animal Planet.
In the entertainment arena, Joester recognized the potential of pop culture breakouts, “South Park” and Aaron Spelling’s “Beverly Hills 90210″, and established successful global merchandising and promotional campaigns that broke new ground. At JLG, Joester developed and executed the strategy that re-introduced Care Bears to a new generation of children delivering nearly $3 billion in sales for the brand. In 2011, Joester was early in identifying opportunities for entertainment properties emerging from the web, with the launch of viral sensation, Annoying Orange.
She is a frequent guest speaker at national and regional conferences, has served on the LIMA board of directors and as an officer for the organization, and serves on the board of Kids In Distressed Situations. Joester began her career as a marketing executive in the music industry, working with bands including the Eurythmics and Judas Priest.