Define and execute a long-term strategy to grow Jagex merchandise and licensing into a meaningful, high-margin revenue stream.
Own the end-to-end performance of the merchandise business, including ecommerce, licensing, retail partnerships, live event sales, and overall P&L.
Develop and manage a diverse product portfolio spanning apparel, collectibles, accessories, and brand collaborations.
Identify and secure standout licensing and collaboration opportunities that expand the reach of the RuneScape brand.
Lead complex commercial negotiations including royalty structures, minimum guarantees, exclusivity agreements, and vendor terms.
Drive data-informed trading strategies across pricing, forecasting, SKU planning, cross-sell opportunities, and promotional activity.
Partner with suppliers and production teams to ensure exceptional product quality, authenticity, and manufacturing standards.
Collaborate closely with game teams, marketing, legal, finance, and community to align merchandise launches with in-game moments and player sentiment.
Oversee merchandise operations and retail presence at live events, ensuring high-quality fan experiences and commercial execution.
Use player insights, market trends, and ecommerce performance data to shape future product and partnership decisions.
Support marketing and community campaigns with compelling merchandise storytelling, launches, and promotional content.

Extensive experience in senior commercial, merchandising, licensing, or consumer products roles within gaming, entertainment, or high-growth D2C brands.
Proven track record delivering successful merchandise strategies, partnerships, and licensed product lines.
Strong commercial and financial acumen, with experience managing P&Ls, pricing strategy, retail maths, and forecasting.
Deep understanding of fandom, gaming culture, and what makes merchandise resonate authentically with players.
Existing network across licensing, retail, manufacturing, or entertainment partnerships.
Strong stakeholder management skills, with the ability to align internal teams and external partners.
Experience working with ecommerce platforms such as Shopify, inventory systems, and reporting or visualisation tools.

Private Healthcare, including Dental Plan.
Minimum 6% Pension contributions.
Employee Assistance Programme & onsite Counselling.
Life Insurance.
Discretionary annual performance bonus.
Enhanced family leave policies from day 1.
Flexible working hours.
25 days annual leave + Bank holidays & the option to buy/sell holidays + so much more!

Associate Director of Consumer Products – Merchandise, Licensing & Partnership

Key skills