Director Of Product Creation & Merchandising – Headwear

The Director of Product Creation & Merchandising – Headwear is a key strategic leader responsible for developing and executing the global product and merchandising strategy across multiple licensed brands, leagues, and categories. This role leads the end-to-end product lifecycle for headwear assortments that resonate with consumers, drive commercial results, and reinforce the brand’s positioning in the market.

As the business lead for cross-functional partners in Planning, Design, Development, and Sourcing, this role ensures strategic alignment and operational excellence across all aspects of product creation. Additionally, the Director serves as the primary product liaison to key league partners and internal commercial teams, providing a clear, compelling vision that inspires collaboration and fuels growth.

RESPONSIBILITIES:

• Lead the development and execution of the headwear product creation and merchandising strategy across multiple brands and leagues, ensuring alignment with consumer insights, brand positioning, and business goals.

• Shape product and assortment strategies that optimizes the balance between SKU efficiency, profitability, and growth—always with an eye on performance.

• Own short- and long-term licensed product roadmaps and ensure alignment with evolving league priorities and fan expectations.

• Build and lead a high-performing merchandising team, building a culture of innovation, collaboration, and accountability across global and omni-channel markets.

• Serve as the lead merchandising voice in internal and external meetings, presenting product lines, seasonal strategies, and key initiatives to buyers, league partners, sales teams, and executive leadership.

• Identify and capitalize on market trends and competitive opportunities, translating insights into products and programs that move the business forward.

• Partner with Planning and Sales to set financial targets, track performance, and adjust in real time to meet business needs and consumer demand.

• Collaborate with Digital Marketing and Sales to drive sell-through, protect margin, and enhance the consumer journey across retail and e-commerce channels.

• Champion a cross-functional, consumer-first mindset in partnership with Design, Development, and Sourcing to deliver compelling, brand-right product.

• Ensure clear communication and seamless coordination between Product Creation, Sales, Marketing, Supply Chain, and Merchandise Planning functions.

• Advocate for the voice of the fan, delivering product assortments that inspire emotional connection, loyalty, and deepen love for the brand.

REQUIREMENTS:

• Bachelor’s degree in Business, Merchandising, or comparable graduation from a textile school; an equivalent level of work experience (10 plus years) is acceptable with a strong understanding of the product creation process.

• 10+ years in product creation and/or merchandising within the licensed or branded industry

• Licensed sports experience preferred; headwear product experience is a plus

• Proven ability to lead cross-functional teams and drive strategic initiatives from concept to execution

• Deep understanding of omni-channel merchandising and consumer behavior across retail and digital platforms.

• Strategic thinker with the ability to adapt in a fast-paced environment

• Bring a love of sports and understanding of the fan experience

• Have a strong visual sense of the product, understanding of target customer, and clear point of view around product assortment and business opportunities.

• Willingness to travel up to 40%.

Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally. 

Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally – as well as its flagship site, www.fanatics.com.

Fanatics Commerce has a broad range of online, sports venue, and vertical apparel partnerships worldwide, including comprehensive partnerships with leading leagues, teams, colleges, and sports organizations across the world—including the NFL, NBA, MLB, NHL, MLS, Formula 1, and Australian Football League (AFL); the Dallas Cowboys, Golden State Warriors, Paris Saint-Germain, Manchester United, Chelsea FC, and Tokyo Giants; the University of Notre Dame, University of Alabama, and University of Texas; the International Olympic Committee (IOC), England Rugby, and the Union of European Football Associations (UEFA).

At Fanatics Commerce, we infuse our BOLD Leadership Principles in everything we do:
· Build Championship Teams
· Obsessed with Fans
· Limitless Entrepreneurial Spirit
· Determined and Relentless Mindset