GM, NIKE Energy DOTSWOOSH

Nike•Beaverton, OR

About The Position

The GM leads dotswoosh within Nike Energy, setting strategy and execution for the business and owning its consumer and line-plan narrative. The role translates cultural insight into seasonal collections, partner activations, and geo-ready launches across SNKRS, Nike.com, and selected retail and marketplace channels. It requires credibility in sport and subcultures such as gaming, anime, manga, sneaker, and collector culture, along with people leadership in a matrixed organization and strong operating skills across line planning, budgeting, and launch governance. The GM works closely with Energy Marketing to educate the organization about this newer area for Nike and to build consumer connections through novel storytelling. The role also provides consumer-led product feedback throughout the seasonal process, leads strategic planning, and builds followership for strategy across senior leaders, peers, and the team. Reporting to the VP/GM, Nike Energy, the GM leads dotswoosh from concept through launch, aligning product, brand, design, development, planning, and digital marketing. The role manages internal and external partners, works with geo leadership on localization and allocation, represents dotswoosh with senior stakeholders, and explores collectibles as a potential growth opportunity for Nike.

Requirements

Bachelor's degree or equivalent combination of education, experience, or training.
10 or more years of progressive experience in consumer brand, product, or general management, including people leadership in a matrixed organization.
Demonstrated success launching limited or collectible product to Gen Z consumers through digital-first and high-heat channels.
Credibility and depth in sport and fandom culture, including gaming and/or anime, manga, or collector communities, and the ability to connect those worlds authentically to Nike sport and Energy.
Experience leading cross-functional teams across Product, Brand, Design, Development, and Marketing from brief through global launch, including tradeoffs involving scope, timing, cost, and geo allocation.
Strong partner and intellectual-property management skills, including negotiations, contract processes, and cross-functional approval paths with Legal and Licensing.
Executive communication skills, including concise storytelling for leadership reviews, line plans, and investment cases, and comfort presenting to senior stakeholders.
Strong product acumen and ability to provide consumer-led rather than personally biased product feedback.

Nice To Haves

Experience with SNKRS, pre-order, or limited-drop launch mechanics.
Direct functional marketing experience.
Background in collectibles such as cards, figures, art, or premium books, or in gaming brand partnerships.
Familiarity with Nike Energy, dotswoosh, or digital/direct commerce at Nike.

Responsibilities

Set dotswoosh positioning, prioritize intellectual-property and partner opportunities, and align cross-functional teams on a coherent seasonal plan.
Own the dotswoosh line plan and growth agenda across footwear, apparel, and accessories.
Lead and develop cross-functional partners and direct reports, including product line management and consumer journey partners where applicable; establish priorities, milestones, and accountability for seasonal delivery.
Source, negotiate, and steward relationships with partners across gaming, anime and manga, entertainment, and collectibles; coordinate contracts, approvals, and launch plans with Legal, Licensing, and brand guardians.
Drive go-to-market and drop strategy on high-heat channels, including SNKRS, limited releases, pre-order mechanics, collector tiering, and pilot launch models where Energy invests.
Partner with geo leadership across NA, APLA, EMEA, and GC on localization, allocation, and consumer insights; run share-outs and feedback loops to align stories, quantities, and timing with each market.
Represent dotswoosh to Energy leadership, the collaboration council, and stakeholders across NSW, digital/direct, marketplace, and global brand; translate executive direction into team plans, staff cadence, and decisions.
Explore collectibles such as cards, prints, books, and figures as a growth opportunity, including product architecture, manufacturing and licensing paths, investment cases, and test-and-learn sequencing.
Provide consumer-led product feedback throughout the seasonal process.
Lead strategic planning for corporate strategic cycles and build followership for the strategy.
Work closely with Energy Marketing to educate the organization and connect with consumers through novel storytelling.