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20 Questions with Shelly Terry

March 3, 2015

Name: Shelly Terry
Position/Institution: Assistant Director, Branding and Licensing/The University of Oklahoma
Number of years in your position: 1 ½ (3 ½ at OU)
Alma Mater(s): Alabama A&M University, University of Central Florida, The University of Oklahoma
Hometown: Tulsa, Oklahoma (Pride of the Great Southwest)

1)Why did you become involved in ICLA?
When I first learned of ICLA, my department didn't have the resources to pay for my membership. However, I was introduced to some of the networking possibilities and educational opportunities through my supervisor. I realized the value of membership and pooled my resources to join ICLA and attend my first conference.

2)What is your favorite part about being a member of ICLA?
The membership. The unparalleled way in which members help each other is awe inspiring. Additionally, I enjoy being around such a motley crew of characters...never a dull moment.

3)What is the biggest challenge to working in a university environment?
Continuously ensuring that university stakeholders are being educated on brand standards and licensing guidelines.



4)What do you consider to be your greatest accomplishment to date?
My greatest accomplishment in licensing would definitely be contributing to a team that won last year's ICLA Synergy Award.

5)What is the most important skill you have developed in your career:
The ability to think about an issue from multiple viewpoints.

6)Who has been the most influential person in your career?
Although countless individuals have helped to foster my growth, Renata Hays ("hands down"), my leader-in-chief at OU, has been the most instrumental in my development in the field of licensing.

7)What is one item you cannot live without?
Tea (a close second would be Murder She Wrote and Psych DVD box sets)

8)Who would you chose to switch places with for a day?
Mark Parker

9)What is your favorite sporting that event you have ever attended?
1996 Summer Olympics in Atlanta, Georgia.

10)Why/when did you decide to pursue a career in collegiate licensing?
At the NCAA, I worked in a unit that housed licensing. After gaining an initial knowledge of the field, I realized that it was an area I wanted to explore further.

11)In your mind, who in this industry can serve as a good role model?
I don't think I have enough space to list out all of the names that come to mind. Whether it's an industry veteran or someone new to the field of licensing, many individuals that I have encountered through ICLA would serve as great role models.

12)How has your involvement with ICLA influenced your career?
I have exponentially broadened my knowledge of the collegiate licensing field and avoided many pitfalls as a result of being able to learn from the experiences of others.

13)What educational or business experiences best prepared you for a career in licensing?
The education I received working on my MBA (in and outside of the classroom) definitely helped prepare me for my role at OU.

14)What challenges do you face when working with students or vendors?
Due to the transient nature of students and campus organizations, it is always a challenge to uncover ways to provide continuous education for incoming members.

15)Would you please explain a professional success and how you implemented it?
Through the collaboration and funding of a licensee, I was able to develop a grant to support student initiatives on all three OU campuses.

16)In your opinion, where is collegiate licensing headed in the future?
Since I have worked in collegiate licensing, it would appear that universities are becoming increasingly proactive and strategic about the management of their respective brands.

17)What is the best piece of advice you have ever received? What advice would you give to someone looking to enter the field of collegiate licensing?
"The greatest source of creativity is a timeline and a budget." -Frank Gehry (Full disclosure: Mr.Gehry did not share that advice with me directly.) I love this quote because I think sometimes there is a mistaken belief that greatness cannot be accomplished with limited resources. Minor league baseball has countless examples of what can be achieved with some effort and ingenuity.

18)What was your biggest professional failure/mistake and how did you learned from it?
I missed several professional opportunities because I had not effectively communicated my goals to allies in my network.

19)What percentage of your work-week is spent in your office? How do you maintain balance between your professional and personal life?
While I spend a substantial amount of time in the office, I carve out time weekly to venture out into the market. I work a lot of hours but I always make sure to set aside time to exercise and spend time with family and friends.

20) What are you most looking forward to at the next ICLA Convention or Winter Symposium?
I love hearing the speakers and attending the educational sessions. It never ceases to amaze me that the planning committee is able to encapsulate so much information into just a few days. I always learn something useful.