GM, NIKE Energy DOTSWOOSH

Nike•Beaverton, OR

About The Position

The GM leads dotswoosh, Nike Energy’s end-to-end business for gaming, fandom, and internet culture. The role sets strategy and execution, owns the consumer and line-plan narrative, and leads cross-functional teams to bring products and stories to market with speed, cultural relevance, and commercial discipline. The GM turns cultural insights into seasonal collections, partner activations, and launches across SNKRS, Nike.com, and select retail and marketplace channels. The position combines deep credibility in sport and subcultures—including gaming, anime, manga, sneaker, collector, and adjacent fandoms—with people leadership in a matrixed organization and operational rigor in line planning, budgeting, and launch governance. The GM works closely with Energy Marketing to develop novel consumer storytelling, provides consumer-led product feedback throughout the seasonal process, and leads strategy for corporate strategic cycles while building alignment among senior leaders, peers, and the team. The GM reports to the VP/GM, Nike Energy. The role manages and influences product line managers and partners across brand, design, development, planning, and digital marketing, and collaborates with Energy design, licensing, legal, global technology, marketplace, geo GMs, brand teams, and external partners.

Requirements

Bachelor’s degree or equivalent combination of education, experience, or training.
10+ years of progressive experience in consumer brand, product, or general management, including people leadership in a matrixed organization.
Demonstrated success launching limited or collectible products to Gen Z consumers through digital-first and high-heat channels.
Credible depth in 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 Product, Brand, Design, Development, and Marketing teams from brief through global launch, including tradeoffs involving scope, timing, cost, and geographic allocation.
Strong partner and IP management skills, including negotiations, contract processes, and cross-functional approval paths with Legal and Licensing.
Ability to communicate concisely in leadership reviews, line plans, and investment cases, and comfort presenting to senior stakeholders.
Strong product acumen and ability to give consumer-led product feedback.
Experience leading strategy for corporate strategic cycles and communicating it to gain followership across senior leaders, peers, and teams.

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 Nike digital/direct commerce.

Responsibilities

Set dotswoosh strategy and execution, including positioning, IP and partner priorities, and alignment across product, brand, design, development, planning, and digital marketing.
Own the dotswoosh line plan and growth agenda across footwear, apparel, and accessories.
Lead and develop cross-functional partners and direct reports, setting priorities, milestones, and accountability for seasonal delivery.
Source, negotiate, and steward IP and partner relationships across gaming, anime/manga, entertainment, and collectibles; coordinate contracts, approvals, and launch plans with legal, licensing, and brand guardians.
Lead go-to-market and drop strategy for high-heat channels, including SNKRS, limited releases, pre-order mechanics, collector tiering, and pilot marketplace-style launch models where applicable.
Partner with geo leadership across NA, APLA, EMEA, and GC on localization, allocation, and insights; conduct 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 as a growth opportunity for Nike, including product architecture, manufacturing and licensing paths, investment cases, and test-and-learn sequencing from concept through production gates.
Work with Energy Marketing to educate teams about this newer area for Nike and develop consumer connections through novel storytelling.
Review product throughout the seasonal process and provide consumer-led feedback to product teams.
Lead corporate strategic-cycle strategy and communicate it to build followership among senior leaders, peers, and the team.
Balance staff and cross-functional forums, partner and vendor touchpoints, creative and line reviews, geo and consumer insights, and preparation for Energy leadership meetings.