Descripción

The Licensing Manager, Apparel & Lifestyle Products, is responsible for growing and managing GM’s apparel and lifestyle licensing portfolio across brands (e.g., Chevrolet, Cadillac, GMC, Corvette, GM). This role owns GM’s licensed portfolio in soft goods categories—including apparel, headwear, bags, and lifestyle accessories—and ensures that all licensed products drive both revenue and brand love.

They will grow external licensee partners, their collections and distribution to deliver culturally relevant, fashion-forward assortments. This role reports to the Director, Global Merchandising and Licensing.

Key Responsibilities:

Category Strategy & Assortment

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.
Synergize with Merchandising Manager who leads owned-channel strategy while Licensing Manager leads external licensing partner strategy and licensed category growth.

Licensee & Partner Management

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.
Partner with legal and finance to support contract renewals, amendments, and new partner evaluations, ensuring structures (royalty rates, guarantees, territories, channels) align with category strategy.
Hold licensees accountable for brand vis ID alignment, commercial plans, marketing activation, and on-time execution across key moments (launches, campaigns, events calendar, collaborations).

Product, Brand & Creative Stewardship

Drive seasonal product development with licensees, from concept to final production, ensuring apparel and lifestyle products reflect brand guidelines and vehicle storytelling (e.g., nameplates, heritage marks, motorsports liveries).
Partner with design and brand teams to create briefs, graphics, trims and labels that feel premium and on-brand for each collection and collaboration.
Review and approve product concepts, samples, and marketing assets via established approval tools and workflows; ensure compliance with brand, legal, and quality standards.
Continuously monitor retail feedback to identify opportunities to refresh fits, fabrics, and collections, and to retire underperforming SKUs, platforms or partners.

Commercial Planning, Analytics & Operations

Develop and manage annual and seasonal financial plans (royalty revenue, unit volume, margin) for apparel & lifestyle categories across assigned licensees and channels.
Analyze royalty data to identify trends, risks, and opportunities; recommend adjustments to assortments, pricing, and distribution to achieve targets.
Ensure on-time and accurate submission of royalty reports, product submissions, and marketing plans from apparel & lifestyle licensees.
Maintain accurate records of contracts, approvals, and assortment details in shared systems; support governance routines for partner performance and portfolio optimization.

Qualifications:

Required

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.

Preferred

Background in lifestyle, sports, or entertainment licensing or branded apparel (fanwear, streetwear, collaborations).
Familiarity with licensing contract structures (royalties, guarantees, territories, channels) and operational workflows (approvals, compliance, reporting).

Compensation:

The compensation information is a good faith estimate only. It is based on what a successful applicant might be paid in accordance with applicable state laws.

The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position, as well as geography of the selected candidate.

The salary range for this role is ($140,100 - $186,700). The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position.
Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.
Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life insurance, paid vacation & holidays, tuition assistance programs, employee assistance program, GM vehicle discounts and more.

#LI-MO1

GM does not provide immigration-related sponsorship for this role. Do not apply for this role if you will need GM immigration sponsorship now or in the future. This includes direct company sponsorship, entry of GM as the immigration employer of record on a government form, and any work authorization requiring a written submission or other immigration support from the company (e.g., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc.)

Este puesto se desempeña remotamente, pero si el candidato seleccionado vive dentro de un radio específico de una milla de un centro de GM, deberá presentarse en el lugar tres veces por semana {o con otra frecuencia indicada por su líder}.

El candidato seleccionado deberá viajar menos del 25 % del tiempo para este puesto.

Este puesto podría ser elegible para beneficios de relocalización.

Información sobre diversidad

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Declaración de igualdad de oportunidades en el empleo (EE.UU.)

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Adecuaciones (EE.UU. y Canadá)

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