Director, Licensing and Consumer Products

National Association for Stock Car Auto Racing (NASCAR); Charlotte (NC); On-site; USD 150,000 - 190,000; Full time

Job summary

NASCAR seeks a Director of Licensing and Consumer Products in Charlotte, NC to drive growth of licensed apparel and headwear across national retailers and emerging channels. You will lead partnerships with licensees, retailers, and strategic partners to expand distribution and merchandising programs while translating fashion trends into viable products.

Responsibilities include product development, category forecasting, and cross-functional collaboration to deliver commercially successful

Qualifications

• Bachelor's degree or equivalent combination of education and experience.
• 8+ years of experience in apparel licensing, branded apparel, consumer products, retail merchandising, business development, or related field.
• Strong understanding of licensed apparel, headwear, and consumer products marketplace.
• Demonstrated success growing apparel programs, expanding retail distribution, and developing strategic partnerships.

Responsibilities

• Lead the strategy and growth of NASCAR's licensed apparel and headwear business across national retail, specialty retail, lifestyle, and emerging channels.
• Build and manage relationships with apparel licensees, retailers, and strategic partners to drive category growth and business performance.
• Identify whitespace opportunities, emerging trends, and new distribution channels that expand NASCAR's consumer product presence.
• Develop growth plans with key partners, including new product initiatives, retail expansion strategies, and merchandising programs.
• Drive the execution of apparel licensing partnerships, including product development, assortment planning, retail execution, and commercialization.
• Identify opportunities to expand NASCAR's reach within fashion, lifestyle, youth, women's, and other growth-oriented consumer segments.
• Partner with Strategic Licensing & Growth to develop premium collaborations and limited-edition collections.
• Translate trends into commercially viable product opportunities that support business objectives.
• Support forecasting, budgeting, and performance reporting for assigned apparel categories and licensing partners.
• Collaborate with Brand, Marketing, Legal, Licensing Operations, and external partners to ensure successful execution of consumer product initiatives.
• Lead and develop assigned team members while fostering accountability and collaboration.

Skills

Commercial acumen

Negotiation

Relationship management

Licensing management

Retail accounts

Brand partnerships

Consumer products

Merchandising

Product development

Fashion trends

Education

Bachelor's degree or equivalent combination of education and experience

Job description

At NASCAR, you will work alongside passionate people creating experiences fans feel and helping shape the future of sports and entertainment. NASCAR is seeking a Director, Licensing and Consumer Products to drive the growth and evolution of its licensed apparel and headwear business while expanding the brand's presence across retail, fashion, lifestyle, and emerging consumer channels. The Director, Licensing and Consumer Products is responsible for developing and leading strategic apparel licensing partnerships, identifying new business opportunities, and bringing innovative consumer products to market. This role will work closely with licensees, retailers, and internal stakeholders to grow category performance, expand distribution, strengthen merchandise assortments, and introduce NASCAR to new consumer audiences. The position plays a critical role in advancing NASCAR's licensed apparel strategy while ensuring products remain relevant, culturally connected, and commercially successful. This position is based in Charlotte, NC and requires up to 15% travel, including weekends, as business needs require.

What You'll Do

• Lead the strategy and growth of NASCAR's licensed apparel and headwear business across national retail, specialty retail, lifestyle, and emerging consumer channels.
• Build and manage relationships with apparel licensees, retailers, and strategic partners to drive category growth and business performance.
• Identify whitespace opportunities, emerging trends, and new distribution channels that expand NASCAR's consumer product presence.
• Develop growth plans with key partners, including new product initiatives, retail expansion strategies, and merchandising programs.
• Drive the execution of apparel licensing partnerships, including product development, assortment planning, retail execution, and commercialization.
• Identify opportunities to expand NASCAR's reach within fashion, lifestyle, youth, women's, and other growth-oriented consumer segments.
• Partner with the Strategic Licensing & Growth team to develop premium collaborations, limited-edition collections, and culturally relevant brand partnerships.
• Translate consumer, retail, and fashion trends into commercially viable product opportunities that support business objectives.
• Support forecasting, budgeting, and performance reporting for assigned apparel categories and licensing partners.
• Collaborate with Brand, Marketing, Legal, Licensing Operations, and external partners to ensure successful execution of consumer product initiatives.
• Lead and develop assigned team members while fostering a culture of accountability, collaboration, and innovation.
• Support strategic initiatives that contribute to the long-term growth of NASCAR's licensing and consumer products business.

What You'll Bring

• Bachelor's degree or equivalent combination of education and experience.
• At least 8+ years of experience in apparel licensing, branded apparel, consumer products, retail merchandising, business development, or a related field.
• Strong understanding of the licensed apparel, headwear, and consumer products marketplace.
• Demonstrated success growing apparel programs, expanding retail distribution, and developing strategic partnerships.
• Experience managing licensing relationships, retail accounts, brand partnerships, or consumer products portfolios.
• Strong commercial acumen, negotiation skills, and relationship management capabilities.
• Understanding of apparel product development, merchandising, assortment planning, and retail execution.
• Knowledge of fashion, lifestyle, and consumer trends, with the ability to translate insights into commercially successful programs.
• Experience leading teams or driving complex cross-functional initiatives.
• Experience in sports, entertainment, fashion, lifestyle, or consumer products licensing preferred.
• Experience developing collaborations, capsule collections, or limited-edition merchandise programs preferred.
• Familiarity with national retail, specialty retail, e-commerce, and emerging distribution channels preferred.
• Ability to travel up to 15%, including weekends, as business needs require.

Why This Role?

This is an opportunity to help shape how NASCAR connects with new and existing fans through apparel, fashion, and consumer products. You'll play a key role in expanding the reach of one of the most recognized brands in sports and entertainment by developing innovative merchandise programs, building strategic partnerships, and bringing NASCAR to new audiences and retail channels. Behind every race weekend are talented people helping shape the future of sports and entertainment.

That is why we offer competitive compensation, a comprehensive benefits package focused on wellness, and opportunities to grow and develop both personally and professionally.

NASCAR is an Equal Opportunity Employer and is committed to conducting recruitment and hiring activities in a fair, ethical, and legally compliant manner. In support of this commitment, all employment decisions are based on job-related qualifications, skills, experience, and performance, and are made without discrimination based on any legally protected characteristic, including but not limited to race, ethnicity, gender, religion, sexual orientation or gender identity, national origin, age, military or veteran status, disability, or any other status protected by applicable federal, state, or local law, including socioeconomic, marital, parental, or caregiving status.

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The National Association for Stock Car Auto Racing (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States and owner of 15 of the nation’s major motorsports entertainment facilities. NASCAR sanctions races in three national series (NASCAR Cup Series, NASCAR O'Reilly Auto Parts Series, and NASCAR CRAFTSMAN Truck Series), four international series (NASCAR Brasil Series, NASCAR Canada Series, NASCAR Euro Series, NASCAR Mexico Series), four regional series (ARCA Menards Series, ARCA Menards Series East & West and the NASCAR Whelen Modified Tour) and a local grassroots series (NASCAR Local Racing Series powered by O'Reilly Auto Parts). The International Motor Sports Association (IMSA) governs the IMSA WeatherTech SportsCar Championship, the premier U.S. sports car series. NASCAR also owns Motor Racing Network, Racing Electronics, and ONE DAYTONA. Based in Daytona Beach, Florida, with offices in five cities across North America, NASCAR sanctions more than 1,200 races annually in 11 countries and more than 30 U.S. states. For more information visit www.NASCAR.com and www.IMSA.com, and follow NASCAR on Instagram, YouTube, TikTok, X and Facebook.