Lucy Sowamber joins team; Rocio Fernandez is new Creative Project Manager

Bulldog Licensing, one of the leading agencies in Europe, working with many of the world’s leading brand owners to develop merchandise programmes ready for the international and domestic licensing markets, has announced an important new appointment and a major internal promotion.

These significant improvements to the Bulldog team’s structure are designed to help position the company to address the needs of a fast-changing licensing market even more effectively.

Lucy Sowamber has joined Bulldog as Licensing Approvals Co-ordinator. In her new role she will be supporting product approvals, creative asset management, trade shows and administrative functions.

Lucy studied animation at De Montfort University, where she not only developed a creative background in 3D, motion and visual design but became a 3D animation specialist whose animation work was featured at two film festivals. She also gained experience in restaurant operations while at university and as a graphic design intern immediately after graduating.

She is now bringing this creative mindset and keen eye for detail to supporting presentation visuals, marketing materials, and trade show artwork in the fast-paced, dynamic environment of modern licensing in which Bulldog is a recognised leader.

Rocio Fernandez has been promoted to the key role of Creative Project Manager at Bulldog, where she now leads product development approvals, oversees creative execution, and manages cross-functional teams to deliver licensed product launches.

An important member of the Bulldog team for over four years, Rocio works closely with stakeholders and internal teams to ensure alignment across design, compliance and timelines. She was nominated as a Rising Star at the 2022 Brands Untapped 100 Creatives and the 2025 UK Licensing Awards. Her educational background includes a degree in journalism with a focus on digital marketing.

Both the appointment and the promotion, effective from the start of 2026, will support Bulldog’s continuing growth and portfolio diversification in a highly competitive market.

Lucy Sowamber says: “Bulldog’s excellent reputation and contacts throughout the world of retailing and licensing makes it the perfect place to build a career in an industry in which it is known and respected. It is both a delight and a privilege to get my introduction to licensing with such a highly regarded company.”

Rocio says: “Bulldog has given me an amazing grounding in licensing and has been a wonderful place to work and learn. This promotion gives me the opportunity to use my experience to make Bulldog an even more prominent force in the licensing industry. I’m looking forward to it immensely.”

Bulldog MD Rob Corney adds: “Bulldog’s continuing strength in a highly competitive market has always been down to the skills of its staff – and that means choosing the right people. Lucy’s passion for storytelling and visual design, along with her proven creativity, will be major assets to this company; we’re already delighted with her work. Rocio has established herself as a key player not just in Bulldog but in the licensing world where she is well known and highly respected. Her promotion is well deserved.”