The Director of Design is responsible for leading the execution of all product design across apparel and graphics. This role owns the front-end of the product creation process, translating merchandising strategy and product direction into compelling, market-relevant assortments that drive revenue and brand differentiation.

The Director of Design establishes and operationalizes seasonal design direction, oversees apparel and graphic design teams, and delivers complete, commercially viable product lines ready for development. This role partners closely with Merchandising, Product Development, to ensure alignment from concept through execution.

This role executes against the seasonal vision and product direction set by the VP of Product and Design and is accountable for delivering complete, market-ready assortments aligned to that direction.

Key Responsibilities

• Execute and operationalize seasonal creative direction established by VP Product and Design, including color, fabric, silhouette, and graphic trends
• Translate consumer insights, market trends, and competitive landscape into relevant product execution
• Maintain a clear and consistent design language across all categories and channels
• Drive innovation within established brand positioning and product direction

Product Design & Line Development

• Lead the design and development of seasonal assortments across all business segments (Licensed B&M & Ecom, Golf, Corporate, E-commerce)
• Translate merchandising strategies into cohesive, commercially viable product lines
• Own silhouette creation, fabric direction (in partnership with Product Development), and styling details
• Build assortments that align with merchandising strategy and VP Product direction; escalate and align on any proposed deviations
• Ensure assortments align with price architecture, margin targets, and channel needs

Graphic Design Leadership

• Oversee all graphic design execution, including licensed, branded, and custom artwork
• Ensure graphics align with brand standards, customer requirements, and licensing guidelines
• Drive innovation in graphic applications, embellishments, and decoration techniques
• Partner with Sales and Licensing to deliver market-relevant graphic solutions

Team Leadership & Development

• Lead and develop apparel and graphic design teams
• Set clear expectations, priorities, and accountability for design deliverables
• Foster a high-performance, collaborative, and solutions-oriented team environment
• Build organizational capability to support future growth

Process & Calendar Ownership

• Own all front-end design milestones within the product creation calendar
• Ensure all designs are completed, vetted, and aligned prior to handoff to Product Development
• Drive discipline in line readiness for milestone meetings and cross-functional reviews
• Minimize late-stage changes through strong upfront alignment

Product Presentation & Market Engagement

• Lead internal design reviews and milestone product presentations, ensuring product lines are clearly articulated, intentional, and commercially sound
• Support and co-lead product presentations with VP Product and Sales leadership, translating design into clear, compelling product stories
• Participate in customer and retailer meetings to gather feedback, refine assortments, and support business development opportunities
• Represent the Design function in cross-functional presentations

Cross-Functional Collaboration

• Partner with Merchandising to align on assortment strategy, lifecycle, pricing, and channel segmentation
• Partner with Product Development to ensure seamless transition from design to execution
• Support Sales and Marketing with product storytelling, presentations, and key product callouts

Scope & Decision Rights

• Responsible for execution of product design and line development; does not own company-level product strategy or financial targets
• Operates within the product vision, assortment strategy, and guardrails established by VP Product and Merchandising
• Accountable for delivering complete, aligned product lines; final decisions on product direction sit with VP Product
• Partners cross-functionally but does not override Merchandising strategy or Product Development execution ownership

Skills & Competencies

• Strong creative vision with the ability to translate ideas into commercially viable product
• Excellent leadership and team development skills
• High level of organization and ability to manage multiple priorities within tight timelines
• Strong communication and presentation skills
• Strategic thinker with a results-oriented mindset
• Ability to balance creativity with business and financial objectives

Key Performance Indicators

• On-time delivery of complete and aligned product lines
• Commercial performance of new product introductions
• Reduction in design related delays or rework
• Strength and consistency of brand and product identity
• Effectiveness of cross-functional alignment

Work Environment / Travel

Ability to travel domestically and internationally as needed for market research, customer engagement, and vendor collaboration

Qualifications

• Bachelor’s degree in Fashion Design, Apparel Design, or related field
• 10+ years of experience in apparel design, with at least 5 years in a leadership role
• Minimum 5+ years of experience in sports licensed apparel design (NFL, MLB, NBA, NHL, NCAA or similar licensing environments)
• Direct experience working with major licensees and partners (e.g., Fanatics, leagues, collegiate licensing entities), including navigating approval processes and timelines
• Strong experience across both apparel design and graphic design
• Proven ability to build and execute commercially successful product lines
• Deep understanding of licensing requirements, approvals, and brand guidelines within licensed product environments
• Strong knowledge of fabrics, garment construction, and product development processes
• Strong understanding of market trends, consumer behavior, and competitive landscape
• Experience working in a multi-channel business (wholesale, retail, e-commerce, licensed)
• Demonstrated ability to lead cross-functional teams and influence decision-making
• Experience presenting product lines to internal leadership, sales teams, and external customers/retailers
• Ability to operate effectively within a defined product strategy while elevating execution and creative output