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  • We are BSP

    BSP is a team of brand engineers: experts in marketing, branding, licensing, partnerships and on-the-ground experiential strategy. We design multi-faceted programs to address brand needs from all angles, creating consumer experiences with a 360° impact.

What We Do

BSP’s holistic brand engineering platform brings together our teams of experts to provide an agency experience that is beyond full-service. We will design, forecast, plan, recruit, create and promote everything needed to make your program truly comprehensive and effective.

  • Our Origins

    Brand Sense Partners was founded by the Chairman and CEO of NASCAR more than a decade ago with the insight that brand development and management would become the core business of consumer goods companies...

    ...and that the NASCAR model of brand engineering would become the fundamental path for value creation for dominating consumer brands of the future. This is the foundation of BSP: the holistic integration of brand identity, strategy and marketing.

The Team

A collective group of strategists, deal makers, experience creators, and designers who have come together through the common love of art + science to build and support visionary brands.

Brian France, Chairman
As Chairman of Brand Sense Partners, Brian France provides strategic guidance for the firm and its wide range of business development and brand extension initiatives. Actively involved in NASCAR for more than two decades, Brian is a member of the NASCAR-founding France family and assumed the roles of NASCAR Chairman and CEO in October 2003. France has been at the forefront of NASCAR's dramatic sponsorship growth, including the recent ground-breaking announcement of Sprint Nextel Communications as the new sponsor of the NASCAR NEXTEL Cup Series, which began in 2004. He has also led a host of marketing initiatives including internalizing the sanctioning body's licensing efforts and developing NASCAR's consolidated television plans that culminated with events being broadcast on FOX Sports, FX, NBC Sports and TNT. France has been the recipient of many awards, including "Sports Industrialist of the Year" by The Sports Business Daily and "Marketing Statesman of the Year" by the Sales and Marketing Executives International (SMEI). Additional awards include Advertising Age honoring France as one of the publication's top 100 marketers of the year and Promo Magazine naming him as one of that publication's top promoters of the year. He serves on many boards and is the founder and Chairman of NASCAR's Diversity Council, an organization comprised of motorsports executives focused on encouraging greater diversity within the industry.
Monica Hallinan, President
Monica Hallinan is the President of Sense Partners (BSP), a brand management, licensing, marketing and business development firm. She oversees the firm’s day-to-day operations and is responsible for long-term strategic planning, identifying and executing new business expansion opportunities, as well as structuring strategic alliances on behalf of BSP clients. She is responsible for managing all of the company’s acquisition, incubation and consulting activities and takes a hands-on approach in the resulting businesses that are created. Prior to joining BSP, Monica served as a professional services consultant for several software companies including Evolve, Counterpoint Systems and Infinium. Previously Monica held a variety of roles over the course of her 8 year tenure at RJR Nabisco, Inc. Monica is a Certified Public Accountant. She holds a Master of Business Administration from the University of St. Thomas, Houston, TX and a Bachelor of Science degree in accounting from the University of Colorado, Boulder.
Ryan Rocca, Chief, Modern Marketing
Ryan is Modern Marketing's leader, our resident expert in developing unique and unforgettable consumer experiences for brands. He brings over 20 years of experience working with top consumer brands including AT&T, Starbucks, Luxottica, PepsiCo, Gatorade, Havaianas, Kodak, JBL, Hewlett-Packard, and X-Factor. Previously, Ryan was COO and partner of strategic experience marketing agency PGW Experience; Business Development Director for MAGIC, the largest global apparel tradeshow; and Business Director of GMR Marketing, where he worked with Daimler/Chrysler, Mercedes Benz, Cadillac, Grey Goose, Ketel One and Miller Brewing Company. Ryan is an alumnus of the University of California, Santa Barbara.
Brian Gum, SVP, Licensing & Brand Strategy
Brian is responsible for helping clients grow and enhance their brands through branding strategy, business development, and new partnership opportunities. Prior to joining BSP, Brian worked in brand management in the CPG and food/restaurant industries at Munchkin and Pizza Hut, and in management consulting with Deloitte Consulting where he assisted Fortune 500 companies on strategy and operations projects across the financial services, high tech, and pharmaceutical industries. Brian received his B.A. in Political Science at Columbia University and his MBA at the Kellogg School of Management.
Christina Liu, VP, Business & Legal Affairs
Christina handles all legal affairs for the company, including licensing, legal compliance, contracts, and all stages of brand development and enforcement. With over ten years of intellectual property and business law experience, Christina works closely with team members to provide strategic support for BSP and its clients. Prior to joining BSP, she headed the in-house trademark and licensing group for a leading global brand, and also managed intellectual property matters for businesses in entertainment, marketing, fashion, media, technology, and finance. Christina received her J.D. from UCLA School of Law, and her B.A. from Cornell University. In her spare time, she enjoys traveling, hiking, and board games.
Sarah Benson, VP, Licensing
A licensing industry veteran, Sarah is responsible for building bsp client brand programs by executing new partnerships, category expansions, and innovative business development opportunities. Throughout her 15 year licensing career, Sarah has developed programs for Chrysler, General Motors, Hershey’s, Kawasaki, and Honda & Acura among others. She has served in a variety of roles within the licensing industry including business development, product development and database implementation. Sarah is a graduate of Ramapo College of New Jersey with a B.A. in Global Communication and Media.
Vivian Velasco, Sr. Manager, Partnership Development
Vivian develops and nurtures the relationships with our partners on behalf of our clients while managing the contract administration process and our Product Development department. She also leads marketing research and licensing strategy projects and ensures that there is synergy within each licensing program. Prior to joining BSP, Vivian worked in the entertainment industry before moving into marketing and eventually licensing, which has become her passion. Vivian is originally from Mexico City and has a B.A. in Communications from Universidad Iberoamericana with a specialization in Film Production.
Jess Dang, Creative Director
Jess is responsible for overseeing the conceptual design direction and development for current and new business clients. From style guides to video productions, Jess enjoys exploring the intersection between design and film. Prior to joining bsp, Jess served as a Senior Art Director in the advertising industry. She has worked with brands such as Target, Verizon, Intel, MTV, and The Bahamas Ministry of Tourism, among others. Jess holds a Bachelor of Fine Arts in Communication Design from Parsons School of Design and a Master of Fine Arts in Film and Television Production from USC’s School of Cinematic Arts. She loves modern art museums and often daydreams of living in Italy.
Mike Kish, Sr. Director, Modern Marketing
Our Senior Director overseeing all CPG marketing programs, Mike’s 15 years of experience include management of marketing initiatives in over 50 markets nationwide. He has a history of marketing development and management for companies like SPIKE LLC, Skechers USA, PepsiCo, and Kodak. Mike graduated from the University of San Francisco with a B.A. in Business Communications. On Mike’s days off, he spends time taking his family to the beach, coaching his son’s football team and surfing whenever possible!
Rachel Andersson, Sr. Director, Modern Marketing
As Senior Director of Modern Marketing overseeing lifestyle programs, Rachel is in charge of experiential campaign concepting and execution. Over the past decade, she has crafted targeted consumer marketing programs and events in the worlds of music (Pandora, SXSW), entertainment (NBC, Comic-Con), and dozens of brands spanning CPG, auto, fashion and retail. She holds a B.A. in American Studies and Sociology from Pomona College and a graduate degree from FIDM in design, marketing and product development. In her spare time she photographs old neon signs and waits in line at Los Angeles’s one Dunkin’ Donuts.
Maria Alcaide, Director, Licensing & Brand Strategy
Maria is responsible for ideating and executing licensing and partnership opportunities on behalf of bsp clients Prior to joining BSP, Maria worked at Sony Pictures on Film and TV acquisitions where she started a Sony wide fitness label called SoActive featuring talent driven fitness properties including Brooke Burke. Maria also started two design-driven consumer products both sold in specialty retailers nationwide. Maria received her BS at the University of Pittsburgh.
Simon Kang, Controller
Simon is the Controller and has been with Brand Sense Partners since 2006. He is responsible for management and oversight of Accounts Payable, Accounts Receivable, Financial Accounting, and Client Accounting Relationships. With a strong background in Licensing and Royalties, he was integral in upgrading the processes and controls associated with Royalty Accounting. Simon holds a B.A. in Asian American Studies from the University of California, Los Angeles and is currently preparing to sit for the CPA Examination. In his spare time, he enjoys snowboarding, riding motorcycles, golfing, and jogging with his two dogs.
Anthony Caputo, Lead Designer, Modern Marketing
As Senior Designer for the Modern Marketing team, Anthony is involved in all phases of design from concept to completion. His diverse background allows him to work on everything from branding & logos, to web/mobile, apparel and illustration. He has produced quality work for the NFL, Nickelodeon, HBO, Pepsi and Harman/Kardon. Anthony is originally from New York and has a B.F.A. from Pratt Institute. In his spare time, he enjoys snowboarding, traveling and trying new restaurants.
Brian Butler, Account Executive, Modern Marketing
As an Account Executive for the Modern Marketing division, Brian oversees experiential campaigns, as well as manages both new and existing client relationships. With over 10 years of experience, Brian has developed and executed engaging consumer marketing campaigns for several industry-leading brands including Mercedes-Benz, Toyota, Microsoft, Pepsi and AT&T. He holds a Bachelor’s of Science from Texas A&M University and currently resides in Venice, CA.
Michael Cuenca, Account Executive, Modern Marketing
As an Account Executive for the Modern Marketing team, Michael is involved in planning, executing, and managing events across the US. He brings over 10 years of marketing experience to BSP and has worked with global brands such as Samsung, Blackberry, Pepsi, and Nike. Michael holds a B.A. in Science from LMU, and when he's not saving the world one event at a time, you can find him behind a plate of food or drooling over food pics on Instagram.
Steven Oh, Sr. Analyst, Licensing & Strategy
Steven is responsible for identifying and developing licensing and partnership opportunities through strategic analysis. Steven brings in over 6 years of business development and sales experience, having worked in digital and television advertising as well as brand licensing at industry-leading companies including ESPN, Flexfit, and AdKarma. Steven is a University of Southern California alumni and native of Los Angeles.


BSP works hand-in-hand with clients from diverse industries, from entertainment to sports to consumer products, and we tailor our approach to each. We value the relationships we have built with clients and partners, and appreciate how busy they keep us! 


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