Difuzed Hires First Female Creative Director

Sara Allwood has been hired for the position.
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License Global

October 21, 2020


Difuzed has hired its first-ever female director to head the marketing and design departments, which have been the key units for the company’s success. 

Sara Allwood has been chosen for the position.

Difuzed is exhibiting at Festival of Licensing, a month-long large-scale digital gathering that unites the global licensing industry to connect, learn, strike deals and do business on an international stage. The event takes place Oct. 6-29. 

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“I think you have to definitely be a strong woman to be able to play with the men in the world,” says Allwood. “It’s so important for companies to hire female leaders more, just to show how awesome female leaders really are! For Difuzed to embrace that is just a clear message to the outside world that we are changing internally, as well as externally. So, it’s exciting!”

Allwood has a diverse background in design and marketing for the past 18 years, within the high street retail and luxury markets. Having worked for retail giant C&A Europe

in Germany for the past eight years at management level, Allwood brings her creative and strategic mindset to take Difuzed to the next level.

Allwood will be directing the design and marketing departments within Difuzed, building Difuzed marketing strategies in line with what’s needed for the B2B and upcoming B2C platforms, driving exciting new collaborations for licensing and driving change through innovation on design.

“You’re going to see a lot more sustainable collections from Difuzed which will be important, we have so many exciting new projects coming through for next year, so you really need to watch this space,” says Allwood. “We are also working on some great collaborations that will propel licensing into a new arena. We definitely want to see Difuzed being more design-led than it is now. I want to shout how great we are, how great the people are in the business and the great things we’re doing because I enjoy working with creative minds and what I want to say to everybody out there is that we are not just licensing, we are fashion!”

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