Own the apparel and lifestyle soft goods categories (e.g., clothing, headwear, outerwear, bags, small accessories, home & lifestyle) across brands.
Translate brand strategies into licensing briefs to inform licensing partner direction, portfolios and collaboration opportunities.
Use consumer insights, cultural trends, and competitive scans to inform silhouettes, graphics, color stories, distribution partners and price architecture, ensuring GM plays as a lifestyle brand vs. purely logo merchandise.
Grow and manage a portfolio of apparel and lifestyle licensees (e.g., fashion, streetwear, fanwear, accessories), from onboarding through ongoing business management ensuring GM has the best licensee partners in the top categories.
Lead regular business and portfolio reviews with partners to assess performance, refresh assortments, identify white-space opportunities, implement growth plans and recommend expansion into new programs, channels, or audiences.
Drive seasonal product development with licensees, from concept to final production, ensuring apparel and lifestyle products reflect brand guidelines and vehicle storytelling.
Develop and manage annual and seasonal financial plans (royalty revenue, unit volume, margin) for apparel & lifestyle categories across assigned licensees and channels.

Bachelor’s degree required; in business, marketing, merchandising, fashion, or related field preferred.
7+ years in apparel, fashion, or lifestyle merchandising, licensing, or brand management, with direct responsibility for soft goods categories and/or licensed product lines.
Strong product “eye” and understanding of apparel construction, fits, and materials.
Demonstrated success developing and managing apparel and lifestyle assortments from concept through commercialization (line planning, costing/positioning, go-to-market, and in-market optimization).
Experience managing external partners with clear performance expectations and accountability.
Strong analytical skills with experience using fashion trends, sales and royalty data to make decisions.
Excellent communication, negotiation, and relationship-building skills.
Ability to operate in a fast-paced, matrixed environment and manage multiple seasons, partners, and programs simultaneously.

Licensing Manager, Apparel & Lifestyle Products

Key skills