Gotham City Online has announced the hiring of Andrew Lawrence as the new director of licensing.
Lawrence joins the Austin, Tex. based e-commerce company where he will oversee all aspects of licensing and product development.
“We are thrilled to add Andrew to our team,” says Jonathan Garriss, chief executive officer, Gotham City Online. “His depth of knowledge and experience will accelerate the expansion of our licensing partnerships. Our business model has consistently generated premium royalty payments for licensors and we are excited to work with more pop culture brands. If Andrew’s initial successes are any indications, brand owners recognize the value Gotham City offers and are ready to embrace our enhanced direct to consumer model.”
He brings more than 12 years of experience developing licensing partnerships and managing licensing programs for a variety of consumer products, including posters, apparel, home décor and beyond. Lawrence was previously the licensing director at Pyramid America.
“Over the years, I’ve witnessed firsthand the success Gotham City has achieved in e-commerce, so when the opportunity presented itself, I was thrilled to become part of the team,” says Lawrence. “I believe the value-added licensing model the Gotham City team has created is destined to become the industry standard. This is truly a data-driven model, refined over many years and I’ve seen it triple a brand’s royalties earned for whole product categories within a single year. I can’t wait to showcase our team’s abilities with more brand owners looking to optimize their direct to consumer sales channels. Consumer behavior, especially for pop culture content, shifts quickly. Traditional retail has always struggled with that, and that’s why online consumers demand such specialized focus. Brands need a purpose-built solution for how to best develop, create, customize and deliver products online. I’m excited to be working with Gotham City’s supply chain that is entirely self-contained in the United States. To have ownership of the goods, from inception, to creation, to final shipment to the end user, is a dream for someone like me who prioritizes creating amazing consumer product experiences.”