General Manager of Merchandise & Product (Apparel)

Our client is a rapidly growing international consumer brand operating in apparel. With a strong reputation for innovation, quality and customer engagement, the business is entering an exciting stage of global expansion.

They are seeking an experienced General Manager – Merchandise & Product to lead the strategic direction and commercial performance of the entire product division.

This role will oversee product development, design, supply chain and merchandising functions to ensure the business continues to deliver industry-leading product while supporting ambitious growth plans.

The position plays a critical role in shaping the future product strategy of the organisation while building and leading a high-performing team across multiple disciplines.

The Role

The General Manager of Merchandise is responsible for defining and executing the global product strategy while ensuring strong commercial outcomes across all categories.

You will work closely with executive leadership to translate brand direction into a scalable product roadmap that balances creativity, innovation and commercial performance.

This role requires a leader who can bring structure and clarity to a fast-growing organisation, strengthen cross-functional alignment and develop a high-performing team capable of delivering at scale.

Key Responsibilities

Strategic Leadership

• Develop and deliver a multi-year product strategy aligned with global expansion objectives
• Translate brand direction into a clear commercial product roadmap across multiple categories
• Identify new category opportunities and market gaps within the global active lifestyle sector
• Analyse consumer trends, competitor activity and market insights to inform strategy
• Collaborate with marketing, digital, retail and finance teams to ensure product strategy supports overall business growth

Commercial & Inventory Performance

• Own revenue, margin and inventory performance across all product categories
• Lead seasonal merchandise planning to optimise product assortment and inventory levels
• Approve pricing, promotional strategy and margin plans to maximise profitability
• Oversee sales analysis and reporting to support data-driven decision making
• Partner closely with supply chain teams to ensure efficient sourcing, cost control and on-time delivery

Product & Range Development

• Ensure alignment between creative design, product development and merchandise planning
• Maintain high standards across product quality, innovation and technical performance
• Oversee seasonal product development timelines to ensure on-time market launches
• Drive execution of go-to-market calendars across product categories

Team Leadership

• Lead and develop a multi-disciplinary team spanning design, product development, supply chain and merchandising
• Build capability within the organisation through coaching, mentoring and leadership development
• Foster a culture of accountability, collaboration and continuous improvement
• Identify capability gaps and implement strategies to support long-term team growth

Skills & Experience

• Bachelor’s degree in business, merchandising, fashion or a related discipline
• Extensive experience leading product and merchandising functions within retail, apparel or consumer brands
• Strong understanding of global supply chains and offshore manufacturing
• Advanced capability in merchandise planning, forecasting and retail analytics
• Proven ability to lead large, cross-functional teams in fast-paced environments
• Strong commercial acumen with experience managing budgets, margin and forecasting
• Experience implementing scalable processes and systems to support growth

Why This Role?

This is a unique opportunity to join an ambitious global brand at a pivotal stage of its growth journey.

The successful candidate will play a defining role in shaping the future of the product organisation while leading a talented team and driving significant commercial impact.

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