By: Maria Williams
We’re talking about people who have made a difference in their industries, touching hearts and moving audiences of millions in the Hispanic world. Today, we are showcasing Maca Rotter, the first Latin woman inducted into the Licensing International Hall of Fame, who celebrated her 50th birthday shortly before receiving this recognition.
Her name is now listed alongside industry figures like Charles Schulz, Walt Disney, Martha Stewart, and George Lucas. With 30 years of experience in her field, she has reached this important milestone. Let’s take a look at her journey.
I: Maca, how do you feel about being inducted into the Licensing International Hall of Fame?
I want to believe this is my reward for being called a veteran at a young age. Honestly, it couldn’t be better. From now on, I’ll approach this stage of my career with gratitude and appreciation. No, I’m not as young as I once was, but I am profoundly happy and thankful. I was fortunate enough to find my “wow” moment early in my career. Now, 30 years later, I’m here, surrounded by the people I love most—those to whom I owe my experiences, gifts, challenges, and unwavering support.
This induction marks a moment of immense joy for me, a reminder of the privilege of choosing this path and dedicating my life to the stories behind each brand. My aim has always been to understand the audience’s perspective, to entertain, and to find meaning in our work.
I: What do you think led you to this unique moment in your life?
Well, people… are always people. You never get this far by yourself. So, literally, the talent and courage of the people I’ve had the privilege to be surrounded by—20 years of partnership and trust, 40 years of friendship, and 50 years of unparalleled family support—these milestones have been the bedrock of my journey.
I: Have you always known this was your path?
I vividly remember being summoned to my boss’s office while still in college and being tasked with selling my first license. The night before, I felt overwhelmed, unsure if I fully understood what it all meant. But driven by passion, I gave it my best effort. So, to your point, no, I didn’t know. However, I discovered my passion for licensing early on.
I: Everyone says we learn from our mistakes. Do you remember one that left a lasting mark on you?
At my very first brand’s 50th anniversary event, with every global partner from the U.S. to Brazil at the Four Seasons in Mexico City, I forgot to place the trademark symbol on the Peanuts logo—everywhere—from guest badges to the welcoming banner. It’s a mistake I laugh at now, especially as we celebrate the brand’s 75th anniversary. I’ll make sure to remember it next time. It didn’t seem like that big of a deal at the time, but working in the intellectual property industry and demanding that every single licensee use the trademark symbol on their products—and me managing the brand—well, it was just a little oversight… so embarrassing.
I: You were one of the youngest Managing Directors at Televisa earlier in your career. What can you tell us about that?
My time in the corporate world, often as the only woman in the room, was challenging yet transformative. I’m grateful to those who provided strength and opportunities, even when they couldn’t quite figure me out. My tenure at Televisa and Univision, spanning 17 remarkable years, was a period of immense growth. It taught me that my path was not predetermined—I had options. The knowledge and resilience I gained, especially during the COVID-19 pandemic, reinforced our commitment to a people-first policy. This industry, ever-changing and deeply loved by me, has proven to be my “happy place,” a sentiment only deepened by this honor.
I: What would you tell those who are coming after you?
Smile, say, “Yes, I will do my best,” and then do it. There is always a way to make things happen if you are authentic, if you believe in yourself, and if you surround yourself with talented, kind, and savvy people who will challenge you and push you when you need a hand. Gender is irrelevant; only talent and heart matter. Focus on being a good person, surrounded by good people, and you will never be defeated. Every day will be a new adventure—rain or shine—but the lesson will be learned with heart.
I: Thank you so much, Maca, for sharing this deeply heartfelt and personal story and capturing your journey and the key people who have contributed to your success. You are a true inspiration to all of us. Congratulations on your Hall of Fame induction! Enjoy the ceremony on December 4th in NYC.
Published by Charlie N.
