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Merchantwise Announces General Manager Appointments

Merchantwise Announces General Manager Appointments

Australia and New Zealand’s Merchantwise Licensing has today announced the promotion of Kerryn McCormack to GM Licensing and the appointment of Natalie De Freitas-Ariente as GM Licensing & Retail.  

Having been with Merchantwise Licensing since 2012 and instrumental in the business’ growth in that time, Kerryn McCormack has over 25 years of experience in the licensing entertainment brand sector having kick-started her career with Warner Bros Consumer Products in London as Creative Manager before time at Cartoon Network Enterprises Asia as Associate Director. 

Since joining Merchantwise, Kerryn has spearheaded many successful consumer product programs, live theatrical events as well as character costume live shows, home entertainment and publishing opportunities for brands including Shopkins, emoji, Shaun the Sheep, Sony Pictures, King Features, The Gruffalo, Sonic the Hedgehog and PAC-MAN which have resulted in record growth for the company’s business.

In her new role, Kerryn will continue to develop and execute extensive strategic brand and creative initiatives as well as manage the extensive kids’ entertainment, film, TV and music portfolio.  Kerryn will continue to be based in Merchantwise Licensing’s Melbourne office.    

As a senior licensing and retail executive of over 15 years, and with a strong, consistent record in delivering profitable sales growth and leading teams to deliver exceptional results in the consumer goods retail market, entertainment, tourism and leisure and technology, Natalie De Freitas-Ariente has had experience in many markets including Australia, Greater China, New Zealand and South East Asia.

Natalie has worked across various B2B and B2C channels ultimately driving business growth for some of the most iconic brands and companies including Chanel, Berlei Intimates, Goldwell Haircare, Merlin Entertainment Group and Universal Music.  In her most recent roles, she was General Manager for Bravado Merchandise Group where Natalie represented a 100+ artist roster, establishing and driving cross-category programs for the likes of Justin Bieber and The Rolling Stones 50th anniversary and was Chief Executive Officer of Australian fashion brand, Karen Gee. 

Natalie’s role with Merchantwise Licensing will see her oversee the business’ portfolio of digital and gaming brands as well as select licensee partnerships and promotions.  She will drive collaborative programs with the business’ retail partners, licensors and licensees to develop innovative in-store and online brand events.  Natalie will be based in Merchantwise Licensing’s new office in North Sydney. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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