20 May 2022

Lickd is a music eCommerce platform for the creator ecosystem – allowing YouTubers and other content creators to licence mainstream music for their content that they wouldn’t otherwise have access to, at a fraction of the traditional cost. It’s a niche product, but with a huge and expanding addressable market. They needed a Commercial Director to take ultimate ownership of the function and were very aware that they were looking for a unicorn.

Why did they need to use us?

Propel helped the founders identify the profile they were looking for. Ultimately, this individual needed experience within; commercial leadership, marketing strategy, eCommerce experience and partnerships skills – all through the lens of a content creator ecosystem tech platform.

What did Propel do?

We identified profiles that would be suitable to such a broad set off skills, and an understanding of how to work with and engage a creator audience. We focused on likeminded eCommerce focused creator solutions and targeted other major tech players including the likes of YouTube and Instagram, amongst others.

The Results

After an extensive search, and multiple avenues, we were delighted to deliver an exceptional commercial leader that had spent 8+ years in senior leadership within YouTube who had unrivalled knowledge of the space and whom could add considerable value to the Lickd team both short and long-term.

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