At Fanatics Commerce, we’re more than just a leader in licensed sports merchandise – we’re a team united by a relentless passion for our fans and a commitment to innovation. We live by our BOLD Leadership principles: We Build Championship Teams, we’re Obsessed with Fans, we embrace a Limitless Entrepreneurial Spirit, and we approach every challenge with a Determined and Relentless Mindset. If you’re ready to contribute to a dynamic, fast-paced environment that thrives on collaboration and growth, we want you to be part of our team.

Role Overview

The Senior Manager, Concept to Consumer (CtC) plays a critical strategic role at the intersection of consumer insight, product strategy, and go‑to‑market execution across Fanatics’ International business. This role is accountable for defining who our consumer is, what our product propositions stand for, and how those propositions come to life through cohesive, commercially effective GTM plans.

Operating as a market strategist rather than a pure creative or activation role, the Senior Manager, CtC partners closely with International Product, Category Management, and Commercial & Marketing Activation teams to ensure that Fanatics’ product franchises are built from a deep understanding of the European consumer and launched with clarity, consistency, and impact.

This role is ideal for a senior marketer with strong product sensibility, structured thinking, and proven experience shaping category narratives and GTM frameworks in a complex, matrixed organisation.

How you will make an impact:

• Own and evolve European consumer archetypes, ensuring a clear, insight‑led definition of Fanatics’ priority consumers that informs product, storytelling, and GTM decisions across markets.
• Partner with Product Category Managers to support the development of category and franchise strategies, translating consumer insight and market opportunity into clear product direction.
• Define consumer‑facing propositions for all key product franchises, articulating the role each franchise plays in the portfolio and the value it delivers to the fan.
• Develop holistic Go‑To‑Market plans for all priority launches, covering sell‑in, launch, and activation phases, and ensuring alignment across product, commercial, and marketing teams.
• Act as the connective tissue across stakeholders, working with Commercial, Retail Marketing, Brand Activation, Creative Studio, and International Markets to ensure GTM plans are executed with consistency and excellence.
• Own lower‑funnel content and range toolkits for Fanatics Brand, Mitchell & Ness, Nike and Champion product in partnership with the International Product team, ensuring assets are commercially focused, scalable, and market‑ready.
• Champion clarity and focus, helping teams prioritise the right launches, messages, and moments to drive impact rather than noise.

What you bring to the team:

• Significant experience in a Concept to Consumer, Go-To-Market, Product Marketing, or Category Marketing role within apparel, sportswear, lifestyle, or consumer goods.
• Proven ability to translate consumer insight into product strategy and clear, compelling consumer propositions.
• Strong experience building and leading GTM frameworks across multiple markets and channels, from sell-in through to consumer activation.
• Commercially minded, with a strong understanding of how product, marketing, and retail execution work together to drive performance.
• Experience managing or leading others, with the ability to coach, develop, and set direction — even if the role initially operates as an individual contributor.
• Confident operating in a matrixed, international environment, influencing without direct authority and aligning diverse stakeholders around a common plan.
• Highly structured thinker with the ability to bring clarity to complex problems, while remaining creatively curious and consumer-obsessed.
• Excellent communication skills, with experience presenting to senior leadership and aligning cross-functional teams.

QUALIFICATIONS & SKILLS

• Bachelor’s degree in Marketing, Business, Fashion, or a related field; MBA or equivalent experience is a plus.
• 6+ years’ experience in marketing, product marketing, or category roles within a global consumer brand.
• Experience working closely with product creation, merchandising, or category management teams.
• International or European market experience strongly preferred.

Where You’ll Work and What’s required:

• Ancoats Manchester‑based role with hybrid working (in-office 3 days per week).
• Regular collaboration with international teams and stakeholders.
• Occasional travel across Europe to support key launches, markets, and internal milestones.

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The Senior Manager, Concept to Consumer (CtC) plays a critical strategic role at the intersection of consumer insight, product strategy, and go‑to‑market execution across Fanatics’ International business. This role is accountable for defining who our consumer is, what our product propositions stand for, and how those propositions come to life through cohesive, commercially effective GTM plans. Operating as a market strategist rather than a pure creative or activation role, the Senior Manager, CtC partners closely with International Product, Category Management, and Commercial & Marketing Activation teams to ensure that Fanatics’ product franchises are built from a deep understanding of the European consumer and launched with clarity, consistency, and impact. This role is ideal for a senior marketer with strong product sensibility, structured thinking, and proven experience shaping category narratives and GTM frameworks in a complex, matrixed organisation.