Licensing Manager, Apparel & Lifestyle Products

General Motors

Licensing Manager for GM's apparel and lifestyle licensing portfolio managing external partnerships and product development. Driving revenue and brand love through culturally relevant assortments.

Posted 4/30/2026full-timeWarren • Missouri • 🇺🇸 United StatesSeniorLead💰 $140,100 - $186,700 per yearWebsite

About the role

Key responsibilities & impact

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.
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.
Drive seasonal product development with licensees, from concept to final production, ensuring apparel and lifestyle products reflect brand guidelines and vehicle storytelling.
Develop and manage annual and seasonal financial plans (royalty revenue, unit volume, margin) for apparel & lifestyle categories across assigned licensees and channels.

Requirements

What you’ll need

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.

Benefits

Comp & perks

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.

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

apparel merchandisinglicensing managementproduct developmentfinancial planningline planningcostinggo-to-market strategyin-market optimizationapparel constructionmaterial understanding

Soft Skills

analytical skillscommunication skillsnegotiation skillsrelationship-buildingperformance managementstrategic thinkingcollaborationadaptabilityleadershiporganizational skills

Certifications

Bachelor’s degree in businessBachelor’s degree in marketingBachelor’s degree in merchandisingBachelor’s degree in fashion