Sr. Manager, GenAI Media & Creative Innovation

Gap Inc.•San Francisco, CA

About The Position

The Sr. Manager, GenAI Media & Creative Innovation will own generative media and creative innovation for Gap Inc. The role sets the enterprise approach to creating, governing, and scaling AI-generated and AI-assisted imagery and video, and leads innovation in creative work across design, marketing, communications, and the company’s brands. It combines creative credibility, technical depth, strategic judgment, and hands-on experimentation. The position leads the creative future for Gap Labs, exploring how creative work, brand expression, and customer experience may evolve as technology changes. The role conducts forward-looking experiments, builds experiences that demonstrate emerging possibilities, and tracks industry developments. The position is responsible for generative media strategy, maintaining existing tooling and vendor partnerships, and keeping capabilities current. It determines what is production-ready, establishes governance and quality standards, validates capabilities before organizational adoption, and translates technical possibilities into practices teams can use. The role works closely with creative, brand, marketing, and external partner teams, while applying judgment about where human creative direction must remain.

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.
Fluency in the generative media landscape, including ongoing awareness of new releases and the production reliability of models and tools.
Background in product design and understanding of the process from concept, sketch, development, and sample through to customer-facing assets.
Ability to build trust and partner credibly with designers, art directors, and producers.
Strategic judgment to assess current capabilities and determine what should change as tools evolve.
Hands-on experience building and testing generative media work.
Ability to evaluate quality and risk, including brand integrity, likeness, rights, and provenance.
Strong written and visual communication skills for creative, technical, and executive audiences.
Ability to teach and explain new capabilities and their practical application.
Ability to navigate ambiguity, solve problems, and drive programs forward in a dynamic environment.
Deep hands-on fluency with generative image and video tooling, including model selection, prompting, fine-tuning, and evaluation.
Working knowledge of product design and development and creative workflow redesign.

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.
Conduct hands-on experiments and build and test generative media work to assess capabilities.
Maintain generative media tooling and vendor partnerships, hold partners to commitments, and keep capabilities current.
Establish governance, quality, brand integrity, and risk standards for generated content, including rights and likeness.
Assess which generative media capabilities are production-ready and determine where current capabilities fall short.
Apply generative tools to product design and development workflows, including asset creation, retouching, and production.
Collaborate with creative, brand, marketing, and external partner teams to translate capabilities into adoptable practices.
Communicate emerging capabilities and their application to creative, technical, and executive audiences.
Teach and build organizational capability in generative media.
Explore future directions for creative work, brand expression, and customer experience, and build experiences that demonstrate emerging possibilities.
Track developments in the generative media industry and evaluate models and tools for production use.