The idea of a global lens often suggests distance and scale, but for Simran Bhatia, it began with something more personal. Early in her career, she recognized that design judgment could influence not only how a product looked, but how a business moved. Today, that perspective has made her a recognized voice in global brand licensing, where creative judgment, operational discipline, and data-driven strategy meet.
That realization shaped her path from a design studio in India to a strategic role in New York, where she now works inside one of the most competitive and influential segments of the consumer marketplace: global brand licensing.
Bhatia entered the industry through Shoppers Stop, one of India’s leading retail ecosystems. As a designer for private-label capsules and celebrity partnerships, she was exposed to the direct connection between creative direction and commercial performance.
Ideas were not evaluated in isolation. They were measured against category targets, seasonal behaviors, and the expectations of a national retailer.
The link between design instinct and consumer response became clear, and she learned how to evaluate visual concepts through the lens of business outcomes. That discipline would become the foundation of her approach.
When Bhatia moved to New York, she stepped into a larger, more complex version of the work. She joined Isaac Morris Ltd. as a Brand Licensing Technologist and quickly became a central figure in the company’s efforts to manage and grow significant intellectual properties.
Her portfolio includes the entertainment and cultural brands that dominate global merchandising, among them Disney, Marvel, Lucasfilm, 20th Century Studios, Warner Bros., Netflix, Nintendo, Mattel, Demon Slayer, and several additional properties.
Her role is to ensure that these brands are represented accurately and strategically across markets, retailers, and product categories.
At IML, Bhatia oversees brand development from concept to execution and directs forecasting models that use AI to support long-term decision-making. She merges design instinct with structured data to determine product roadmaps and assess how each brand’s identity should appear at retail.
It is a combination that has become one of her strengths: a balance of creative fluency and analytical clarity. The work influences how consumers encounter global IP on shelves and screens, and it requires consistent judgment across every stage of the process.
Her impact extends to the systems that support the industry’s operational demands. Because companies rely on a range of professional platforms, her work focuses on the underlying processes rather than any single system. Bhatia uncovered cross-functional reporting gaps spanning lifecycle management tools, royalty compliance systems, and sales reporting software.
To solve the issue, she developed an integrated reporting suite that standardized information flow in real time. The results reshaped internal operations. More than 100 hours of manual reporting were removed each month, error margins decreased, and approvals accelerated.
The improvement enabled teams to make faster, more informed decisions and strengthened the company’s ability to manage high-profile IP efficiently.
For Bhatia, the project demonstrated how operational clarity could enhance brand protection and commercial readiness.
Cultural timing is another area where she has become a trusted voice. When global conversations shift around identity, nostalgia, or representation, the effects often appear at retail.
Bhatia’s role is to maintain accuracy while responding to the emotional conditions shaping consumer interest. Her work on programs tied to Stranger Things and her partnerships in the music category, including initiatives with Universal Music Group, reflect her ability to move between cultural insight and brand standards.
She remains focused on refining forecasting systems and preparing for upcoming releases that will require both strategic timing and market sensitivity.
Alongside her internal responsibilities, Bhatia contributes to the wider licensing community through features with Licensing International and targeted professional commentary.Her profile has also been recognized through external honors, including being named a finalist for the International Leader of the Year at the Novi Awards.
She approaches visibility the same way she approaches brand work: through credible proof points, a consistent narrative, and selective thought leadership. She prioritizes platforms where clarity matters and where her experience provides strategic value.
Throughout her career, Bhatia has relied on a clear set of strengths. She works systematically, observes closely, and makes decisions with intention.
From her early design work in India to her current role managing global IP portfolios in New York, she has built a professional identity defined by judgment, structure, and an unwavering respect for brand integrity.
Her trajectory reflects the growing role of strategic insight in licensing, and her influence continues to shape how some of the world’s most recognizable properties reach consumers.
