Sr. Manager, GenAI Media & Creative Innovation

The Gap•Folsom, LA

About The Position

The Sr. Manager will own generative media and creative innovation for Gap Inc., setting the enterprise position on how AI-generated and AI-assisted imagery and video are created, governed, and scaled across the company. The role leads innovation in how creative work is made across design, marketing, communications, and every brand in the portfolio. This hands-on position combines strategy, technical fluency in generative tools, and judgment about where human creative direction must remain. The Sr. Manager will lead the generative media strategy, maintain existing tools and vendor partnerships, assess production readiness, and establish governance and quality standards. Working with creative, brand, marketing, and external partner teams, the role will run experiments to establish what works and translate capabilities into practices teams can adopt. The role also carries the creative future for Gap Labs, looking beyond the current roadmap to anticipate how creative work, brand expression, and customer experience may evolve. The Sr. Manager will explore emerging possibilities, build demonstrations that show the organization what may become possible, track industry developments, and help the organization understand and apply new capabilities. The position is based in Area 2F (San Francisco).

Requirements

At least 6 years of experience in product design, creative technology, content production, or digital media.
At least 2 years focused on generative AI applied to image and video.
Genuine fluency in the generative media landscape, including the ability to distinguish production-ready tools and models from capabilities that work only in demos.
Background in product design and understanding of the path from concept through sketch, development, and sample to the customer-facing asset.
Ability to earn the trust of designers, art directors, and producers as a credible partner to creative teams.
Strategic judgment to assess current capabilities and determine what should change as tools evolve.
Hands-on ability to build and test work and resolve questions through results.
Sound judgment about quality and risk, including brand integrity, likeness, rights, and provenance.
Strong written and verbal communication for creative and technical audiences.
Ability to teach others how to understand and apply new capabilities.
Ability to navigate ambiguity, solve problems, and drive programs forward in dynamic environments.

Responsibilities

Set and defend the enterprise position on generative media capability and adoption.
Lead a creative innovation agenda from future-facing exploration through experimentation and adoption.
Maintain deep hands-on fluency with generative image and video tools, including model selection, prompting, fine-tuning, evaluation, and tracking developments in the field.
Apply working knowledge of product design and development to redesign creative workflows across asset creation, retouching, and production.
Maintain tooling and vendor partnerships, hold partners to commitments, and keep capabilities current.
Establish quality, brand integrity, and risk standards for generated content, including rights and likeness.
Communicate effectively in writing and visually with creative, technical, and executive audiences.
Promote thought leadership and collaboration across the organization, teaching teams what the technology can do and how to apply it.
Run experiments to determine what works before the organization commits to a capability.
Build future-facing experiences and demonstrations that illustrate evolving possibilities for creative work and customer experience.