Dana Parra
Montclair,NJ
Summary
Strategic business development leader with 15+ years of experience growing branded ventures, licensing programs, and digital partnerships for leading media organizations. Proven success in identifying growth opportunities, launching new consumer products, managing cross-functional teams, and structuring high-impact partnerships that drive revenue, customer engagement, and brand equity. Adept at navigating complex contract negotiations, market expansion strategies, and operational execution.
Overview
17
17
years of professional experience
Work History
Associate Director, Brand Development & Licensing
HEARST COMMUNICATIONS
New York, NY
04.2018 - Current
- Directs Hearst's editorial endorsement licensing group, overseeing 75+ accolade franchises across 20+ brands
- Lead cross-functional collaboration with legal and finance teams to draft, revise, and execute agreements within planned timelines
- Identified, negotiated, and launched high-impact partnerships (e.g., Men's Health by Mack Weldon, Delish ice creams)
- Developed and presented research to help executives quantify the impact that Hearst's editorial accolades provide to our business partners and clients
- Established key performance indicators which were tracked regularly against set targets
- Coordinated daily operations and managed workflow to enhance productivity
- Was promoted from Senior Sales Manager to Associate Director after 4 years
Content Licensing Manager, Allure
CONDÉ NAST
New York, NY
11.2017 - 04.2018
- Managed all aspects of licensing Condé Nast's most profitable editorial franchise, the Allure Best of Beauty Awards; Exceeded revenue goals by 18% for this 7-figure profit-center
- Exceeded revenue goals by 18% and served as client manager for over 300+ global beauty brands
- Oversaw financial forecasting, licensee relations, and contract adherence to product, pricing, and usage terms
Senior Manager, Brand Licensing & Business Development
RODALE INC.
New York, NY
12.2013 - 11.2017
- Led brand licensing and business development efforts, capturing $6MM in licensing revenue across 6 properties and 75+ SKUs
- Managed complex licensing partnerships leading to 23+ new launches including meal kit-delivery services, subscription boxes, vitamins & supplements, functional teas, and beauty & grooming products
- Promoted to Senior Manager after growing Rodale's award logo business from $6,000 to $450,000
- Was promoted from Brand Development Manager to Senior Manager after 2 years
Project Manager, Strategy & Business Development
GUGGENHEIM DIGITAL MEDIA
New York, NY
01.2011 - 12.2013
- Managed key business development projects across media brands, supporting licensing and strategic initiatives
Manager, Reprints & Permissions
Nielsen Business Media
New York, NY
09.2008 - 01.2011
- Promoted twice in under 3 years for exceeding performance targets in licensing and partnership operations
- Brands Managed: Billboard, The Hollywood Reporter, Adweek
Education
Bachelor of Science - Media, Culture, and Communications
New York University
New York, NY05.2008
Skills
- Venture Strategy
- Strategic Partnerships
- Licensing Agreements
- Business Case Development
- P&L Oversight
- Media & Digital Industries
- Cross-functional Collaboration
- Market Expansion
- Contract Negotiation
- Team Leadership
- Project management
- Client relationship management
Accomplishments
- Spearheaded $3.2M+ in branded product sales through new venture partnerships with national retail distribution
- Increased Hearst licensing revenue by 1500% since joining, including double digit YoY growth in 2024
- Partnered with senior leadership to insource a previously outsourced revenue stream - built the business case, financial models, and go-to-market strategy; sourced software tools and forecasted a double-digit margin improvement
- Improved margin in 2024 by 10% by directly negotiating better partnership agreements
- Was nominated and received Hearst Spotlight Award in 2024
Timeline
Associate Director, Brand Development & Licensing
HEARST COMMUNICATIONS
04.2018 - Current
Content Licensing Manager, Allure
CONDÉ NAST
11.2017 - 04.2018
Senior Manager, Brand Licensing & Business Development
RODALE INC.
12.2013 - 11.2017
Project Manager, Strategy & Business Development
GUGGENHEIM DIGITAL MEDIA
01.2011 - 12.2013
Manager, Reprints & Permissions
Nielsen Business Media
09.2008 - 01.2011
Bachelor of Science - Media, Culture, and Communications
New York University
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