Headwear Merchandising Director—Brand Growth

L2 Brands, Inc; Hanover (York County); On-site; USD 140,000 - 190,000; Full time

Benefits offered by this job

Travel opportunities (approx. 50%)} ,{

Job summary

L2 Brands, Inc. in Hanover, PA seeks a Director Headwear Merchandising to lead the headwear portfolio for Legacy and Ouray.

You will shape assortment strategy, seasonal direction, and go-to-market plans across multiple channels, driving growth and brand strength for premium headwear lines. You will collaborate with Product Development, Creative Art, Marketing, and Sales to translate brand strategy into compelling product stories, ensure catalog and digital consistency, and manage launches,

Qualifications

• Bachelor’s degree in Merchandising, Business, Marketing, or related field.
• 10+ years of merchandising or related leadership experience.
• Extensive experience leading headwear merchandising strategies for lifestyle, apparel, or consumer brands.
• Proven success leading assortment strategy, product launches, and category growth initiatives.
• Strong commercial acumen balancing customer needs, brand direction, and financial performance.
• Background partnering with Product Development, Creative Art, Marketing, Planning, and Sales teams.
• Demonstrated success building and developing high-performing teams.
• Excellent communication, presentation, and project management skills.
• Strong analytical skills with data-driven decision ability.
• Proficiency in Microsoft Office; Adobe Creative Suite a plus.

Responsibilities

• Define and lead headwear assortment strategy across all sales channels.
• Align products with channel needs, demand, margins, and brand positioning.
• Collaborate with Product Development, Production, and Planning for viable assortments.
• Identify growth opportunities through customer insights and market trends.
• Set seasonal merchandising vision across headwear brands and channels.
• Work with Creative Art on trend direction and color stories to drive assortments.
• Translate brand strategy into compelling product narratives and selling stories.
• Ensure consistency across catalogs, presentations, and digital assets.
• Lead headwear launch execution across multiple channels (Destination, Collegiate, Golf, etc.).
• Coordinate timing and execution with departments; support key accounts and channel growth.
• Oversee sample strategy, budgets, and decoration direction with cross-functional teams.
• Shape trade show representations and brand activations; manage ROI for headwear investments.
• Oversee photoshoots and content direction with Marketing; ensure brand messaging.
• Monitor sales performance by channel, style, color, and category; identify risks/opportunities.
• Drive team alignment and collaboration across functions; foster continuous improvement.
• Leverage AI tools to improve assortment planning and trend analysis.

Skills

Headwear merchandising

Brand storytelling

Cross-functional leadership

Channel strategy

Analytical mindset

AI in merchandising

Education

Bachelor’s degree in Merchandising/Business/Marketing

Tools

Microsoft Office

Adobe Creative Suite

Job description

L2 Brands, Inc. in Hanover, PA seeks a Director Headwear Merchandising to lead the headwear portfolio for Legacy and Ouray.

You will shape assortment strategy, seasonal direction, and go-to-market plans across multiple channels, driving growth and brand strength for premium headwear lines. You will collaborate with Product Development, Creative Art, Marketing, and Sales to translate brand strategy into compelling product stories, ensure catalog and digital consistency, and manage launches,