MICHELLE PEREZ BARRUOS
Madrid
Summary
Strategic operations and licensing leader with 20 years in gaming and entertainment. Transformed licensing strategies into effective execution through established workflows and governance frameworks. Led internal teams and vendors while fostering cross-functional collaboration across production, marketing, legal, finance, and business development. Experienced in user-generated content ecosystems and live operations for branded games.
Overview
22
22
years of professional experience
Work History
General Manager, Feenix Studio
FEENIX GROUP
01.2025 - Current
- Built the studio from the ground up, establishing the operating model, delivery standards, and cross-team cadence across internal staff and vendors.
- Lead studio operations, business strategy, and execution across producers, developers, designers, and artists; align commercial goals with delivery capacity and roadmap reality.
- Ran cross-functional delivery through structured rituals (planning, tracking, reporting), ensuring predictable execution among multiple stakeholders.
- Defined and monitored operational KPIs (milestone health, delivery velocity, release readiness, live ops cadence) to inform strategic decisions and foster continuous improvement.
- Manage IP approvals and brand safety alignment, ensuring compliance with licensor guidelines and internal quality standards.
- Led teams of up to 10 direct reports while coordinating external production teams, establishing clear milestones and deliverables with defined escalation paths.
- Roblox / UGC titles (launched/operated): Formula E Electric Lap, Animal Jam, Paddington: Mission Marmalade, Worms, Blippi. Mobile (production/operations): Molang Match n' Munch.
- Feenix Studio builds end-to-end branded games and live experiences (concept → production → live ops) for iconic IP and forward-thinking brands.
Founder & Managing Director
MPB LICENSING
01.2021 - Current
- Structured licensing and partnership deals, focusing on feasibility, delivery realities, risk mitigation, and long-term monetization to optimize collaboration outcomes.
- Designed licensing commercialization strategies, translating them into executable frameworks for intake, evaluation, approvals, governance, and reporting to enhance operational effectiveness.
- Built partner-facing playbooks and set reporting expectations, ensuring consistent delivery and alignment among stakeholders to drive project success.
- Coordinate cross-functional stakeholders (legal/finance/product/marketing/production) to unblock execution and maintain roadmap momentum.
SVP Partnerships & Licensing Business Development
PLAYER 2
01.2023 - 02.2025
- Led partnerships and licensing initiatives, ensuring execution readiness through defined scopes, deliverables, timelines, approvals, and governance.
- Managed partner relationships and vendor coordination, ensuring operational standards and predictable delivery.
- Coordinated multi-party stakeholders to deliver branded interactive initiatives that met quality and brand safety standards.
VP Partnerships
FANCURVE
01.2022 - 12.2022
- Developed partnership strategy and operationalized brand integrations with clear requirements, approval workflows, and cross-functional collaboration to enhance partner engagement.
- Oversaw development of key partnerships to enhance market presence.
- Coordinated product, creative, legal, and commercial teams to launch partner activations on schedule and to standard, ensuring alignment with partnership goals.
- Directed strategic planning and execution for company-wide initiatives.
- Facilitated executive meetings to align departmental goals with corporate strategy.
VP Partnerships & Licensing
MONDIA GROUP
01.2019 - 12.2021
- Led licensing and partnerships across regions, aligning Legal, Finance, Product, Marketing, and Commercial teams for cohesive operations.
- Implemented scalable processes and governance, facilitating multi-market deal execution and enhancing partner management.
- Led strategic initiatives to enhance operational efficiency across diverse business units.
- Collaborated with senior leadership to develop and implement corporate strategies.
- Directed cross-functional teams to drive project execution and alignment with goals.
Global Licensing Director / Licensing Manager
GAMELOFT
08.2007 - 01.2019
- Developed global licensing strategy and executed it for mobile titles and branded game initiatives, coordinating cross-functional teams and external partners to ensure alignment and execution.
- Streamlined licensing execution workflows for partner onboarding, approvals, deliverable tracking, stakeholder alignment, and operational reporting.
- Created and implemented Royalty Reporting System, enhancing visibility and consistency in partner reporting and royalty operations.
- Selected titles / franchises (launched/operated): Minion Rush, Asphalt (franchise), Disney Magic Kingdoms, LEGO Unboxed, My Little Pony, UNO, Roland Garros, and more.
TV Formats Manager
VOCENTO / BOCABOCA
08.2004 - 07.2007
- Prospected and negotiated rights for importing international TV formats into Spain, overseeing partner relationships and deal execution.
- Led team in executing strategic marketing campaigns for diverse media platforms.
- Oversaw budget management and resource allocation for multiple projects.
- Collaborated with cross-functional teams to enhance product offerings and services.
Education
MBA -
Universidad Camilo José Cela
Madrid, Spain06-2018
PMD - Business Administration and Management
ESADE Business & Law School
Madrid, Spain01-2018
Master's Degree - International Commerce
Universidad Carlos III De Madrid
Madrid, Spain01-2003
Maîtrise - Law
Université Paris Sud (Paris XI)
Paris, France01-2002
Maîtrise - Language Interpretation & Translation
ISIT
Paris, France01-2002
Skills
- Licensing operations
- Contract negotiation
- Partner and vendor management
- Risk management and brand safety
- Process design and optimization
- KPI and reporting frameworks
- Cross-functional collaboration
- Jira, Asana, Notion
Languages
- English, fluent
- French, fluent
- Spanish, native
Recognition
- Top Woman in Games
- Women in Games Ambassador
Volunteering
- Mentor at Purdue University
- Guest Lecturer at ISDE University
Timeline
General Manager, Feenix Studio
FEENIX GROUP
01.2025 - Current
SVP Partnerships & Licensing Business Development
PLAYER 2
01.2023 - 02.2025
VP Partnerships
FANCURVE
01.2022 - 12.2022
Founder & Managing Director
MPB LICENSING
01.2021 - Current
VP Partnerships & Licensing
MONDIA GROUP
01.2019 - 12.2021
Global Licensing Director / Licensing Manager
GAMELOFT
08.2007 - 01.2019
TV Formats Manager
VOCENTO / BOCABOCA
08.2004 - 07.2007
MBA -
Universidad Camilo José Cela
PMD - Business Administration and Management
ESADE Business & Law School
Master's Degree - International Commerce
Universidad Carlos III De Madrid
Maîtrise - Law
Université Paris Sud (Paris XI)
Maîtrise - Language Interpretation & Translation
ISIT