Design Director

Description

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
Creative Direction & Trend Execution

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

Requirements
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

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