GM, NIKE Energy DOTSWOOSH

This role sets strategy and execution for dotswoosh within Nike Energy, owning the consumer and line plan narrative and leading a cross-functional team to bring products and stories to market with speed, taste, and commercial discipline. It translates cultural insight into seasonal collections, partner activations, and geo-ready launches across SNKRS, Nike.com, and select retail and marketplace channels. The role reports to the VP/GM, Nike Energy and operates inside Nike's matrix, managing and influencing product line managers, brand, design, development, planning, and digital marketing dedicated or matrixed to dotswoosh.

• Lead dotswoosh from concept through launch, shaping positioning, prioritizing IP and partner bets, and aligning product, brand, design, development, planning, and digital marketing on a coherent seasonal offense.
• Own the dotswoosh line plan and growth agenda across footwear, apparel, and accessories.
• Lead and develop cross-functional partners and direct reports, including product line management and consumer journey partners where applicable, setting priorities, milestones, and accountability for seasonal delivery.
• Source, negotiate, and steward IP and partner relationships across gaming, anime/manga, entertainment, and collectibles vendors, aligning contracts, approvals, and launch choreography with legal, licensing, and brand guardians.
• Drive go-to-market and drop strategy on high-heat channels including SNKRS, covering limited releases, pre-order mechanics, collector tiering (access vs. scarcity), and pilot innovations such as marketplace-style launch models where energy invests.
• Partner with geo leadership (NA, APLA, EMEA, GC) on localization, allocation, and insights, running share-outs and feedback loops so collections land with the right stories, quantities, and timing in each market.
• Represent dotswoosh to energy leadership, collaboration council, and key stakeholders across NSW, digital/direct, marketplace, and global brand, translating executive direction into team plans, staff cadence, and clear decisions.
• Explore collectibles (cards, prints, books, figures) as a growth opportunity for NIKE, covering product architecture, manufacturing and licensing paths, investment cases, and test-and-learn sequencing from concept sprints through production gates.
• Balance staff and cross-functional forums, partner and vendor touchpoints, creative and line reviews, geo and consumer insights, and preparation for Energy leadership moments in a typical week.

• 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 organisation.
• Demonstrated success launching limited or collectible product (footwear, apparel, accessories, and/or collectibles) to Gen Z consumers through digital-first and heat channels.
• Dual fluency in sport and fandom culture: credible depth in gaming and/or anime/manga/collector communities, plus ability to connect those worlds to Nike sport and Energy without feeling forced or inauthentic.
• Experience leading cross-functional teams (Product, Brand, Design, Development, Marketing) from brief through global launch, including tradeoffs on scope, timing, cost, and geo allocation.
• Strong partner and IP management skills: negotiations, contract rhythm, and cross-functional approval paths with Legal and Licensing.
• Executive communication: concise storytelling for leadership reviews, line plans, and investment cases; comfort presenting to senior stakeholders.
• Deep credibility in both sport and subculture (gaming, anime, manga, sneaker and collector culture, and adjacent fandoms), with operating rigor across line planning, budgeting, and launch governance.
• Comfort operating in creative reviews, licensing negotiations, Energy leadership read-ins, and geo insights sessions.
• Ability to provide thought leadership on scarcity, tiering, and heat while maintaining focus on member growth, brand protection, and long-term partner trust.
• Deep experience in both marketing and brand, with ability to work closely with the Energy Marketing team as an educator in a newer world to NIKE and connect deeply with consumers through novel storytelling.
• Strong product acumen, with ability to review product throughout the seasonal process and provide consumer-led (rather than personal-bias) feedback to product teams.
• Strategic mindset and experience leading strategy for corporate strategic cycles, with ability to share and gain followership across senior leaders, peers, and the team.

• Experience with SNKRS, pre-order, or limited-drop launch mechanics.
• Direct functional marketing experience.
• Background in collectibles (cards, figures, art, premium books) or gaming brand partnerships.
• Familiarity with Nike Energy, dotswoosh, or digital/direct commerce at Nike.