Senior Director - Brand and Product Marketing
About the job
- Deep expertise in the trading card and collectibles industry, including understanding the hobby, collector behavior, product portfolio, release cadence, licensing ecosystem, and market trends.
- At least 12 years of experience in a high-paced environment with a high-profile brand.
- Leadership, motivation, and team skills.
- Proven experience in marketing management and execution, strategy, campaign management, or an equivalent agency role.
- Expertise in planning, developing, and executing marketing briefs, brand activations, and consumer-led campaigns across a wide range of marketing activities.
- A track record of innovation and delivering results against tight deadlines.
- Ability to work directly with executive leadership.
- Ability to work autonomously while taking direction from leadership.
- Strategic thinking, the ability to anticipate trends, and the ability to turn insights into actionable plans.
- Creativity, attention to detail, and the ability to see the big picture.
- Passion for sports and consumer brands, and knowledge of the trading card and collectibles space.
- Verbal and written communication skills, including meeting facilitation and presentation.
- Ability to travel as needed and work flexible hours, days of the week, and weekends.
- Develop business plans for global properties.
- Gather and apply insights to drive marketing execution for global properties.
- Develop and execute marketing plans for global properties.
- Collaborate cross-functionally to create a positive impact for collectors and share best practices.
- Provide strategic leadership for integrated marketing initiatives across Fanatics Collectibles global properties.
- Lead the development and execution of marketing campaigns, activations, and launches.
- Serve as the marketing lead for strategic partnerships, working with leagues, sports and entertainment organizations, and partner brands to maximize the value of joint relationships.
- Oversee cross-functional marketing alignment for Fanatics Collect by aligning priorities and ensuring cohesive execution.
- Own and evolve youth marketing initiatives, identify new partners, and expand existing partnerships across sports and leagues to introduce and grow the trading card hobby.
- Own creator and influencer strategy and execution to drive growth, brand equity, and community engagement.
- Define success measures for marketing executions and ensure objectives and goals are met through creative activations and production.
- Collaborate across Brand, Product, Social, Content and Creative, Partnerships, Events, Fanatics Collect, Athlete, and Commercial teams to ensure seamless execution and alignment.
- Use project management skills to meet deadlines while working under pressure.
About the company
Fanatics China is a joint venture between Fanatics Inc. and Hillhouse Capital that localizes and scales licensed sports merchandise for China. It designs, manufactures, and markets fan gear for Chinese consumers, operating a multi-channel model that includes building and running e-commerce sites for global leagues and teams, exploring online marketplaces, and developing physical retail concepts. Its product workflow combines technology, data, and on-demand manufacturing to manage the entire supply chain, enabling fast response to demand. The company differentiates itself through a China-focused approach backed by Hillhouse’s network and investments, its end-to-end vertical commerce model, and partnerships with hundreds of sports organizations, which together help it navigate China’s complex retail landscape. The goal is to satisfy a previously underserved Chinese market for licensed sports merchandise by creating localized products and channels that connect fans with official gear.
Company Size
10,001+
Company Stage
Growth Equity (Venture Capital)
Total Funding
$5.2B
Headquarters
Huangpu, China
Founded
1995
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Simplify's Take
What believers are saying
- Fanatics signed exclusive 2026 NFL event-retail rights across Super Bowl and Draft.
- Fanatics and FIFA expanded into trading cards, stickers, and trading-card games on May 7, 2026.
- Hong Kong's Hysan Place concept store opened April 6, 2026, proving Asia expansion.
What critics are saying
- Fanatics is closing Riverview, Florida, distribution center, cutting 286 jobs by July 31, 2026.
- Fanatics still depends on league licenses; Panini remains entrenched until FIFA transitions in 2031.
- Losing NFL, MLB, or FIFA renewals would cripple Fanatics' vertically integrated model.
What makes Fanatics unique
- Fanatics controls design, manufacturing, e-commerce, and on-site retail across major leagues.
- Topps and Fanatics won FIFA collectibles rights beginning 2031.
- Hillhouse-backed Fanatics China localizes merchandise for Shanghai, Guangzhou, and Hong Kong.
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Benefits
Work Life Balance - At Fanatics we place our focus on results and empowerment and encourage you to enjoy your time on and OFF the field with our competitive time off policies.
Recognition and Rewards Program - Fanatics values our internal fans too! Our programs are designed to thank and reward Fanatics athletes for their hard work and commitment to winning as a team.
Company Sponsored Events - From breakfast to happy hour and every hour in between – Fanatics employees can enjoy time together at one of our many company events.
Fanatics.com Employee Discount - As an employee you will receive a special discount on all of your favorite sports merchandise and memorabilia.
Give Back - Fanatics cares about the fans around us. We encourage you to partner up with your teammates in giving back and serving the communities where we work and play.
Meet & Greets - You never know who will show up to the office. You might just meet one of your all-time favorite athletes.
Invest in You - Here at Fanatics we want you to accomplish your goals. We offer tuition reimbursement.
Healthy Lifestyle - Fanatics cares about helping and supporting our teams in their busy lifestyles. Through wellness relationships with fitness and weight management partners we are here to support you in whatever your lifestyle goals.
Wellness Coverage - Your health is important to you – and it’s important to us too! We offer a number of benefit plan options for convenience and flexibility.
Financial Security - Through our plans, Fanatics offers you a way to budget for health care expenses that you’d typically pay for out of pocket.
Retirement - The sooner you begin planning for your retirement, the better. Fanatics offers generous plans to help you prepare for the future.
Network of Support - Fanatics understands that sometimes you may need someone in your corner. Through the Life Assistance Program, you and your family have access to support 24 hours a day, 7 days a week.
Fanatics Family First - Afterall we are #OneFanatics. Put your family first with our paid maternity and paternity leave program, or take advantage of our infertility treatment reimbursement program to get the support you need while you try to grow your family.
IDEA - We invite you to join one of our Employee Resource groups, or celebrate and honor what’s most important to you through our IDEA (Inclusion, Diversity, Equality & Advocacy) floating holiday. We recognize diversity helps foster innovation, and people perform better when they can be themselves. Gender Affirmation Treatment reimbursement is available to employees.
Company News
Scorability, a sports tech platform, raised $40 million in funding led by Bluestone Equity Partners, with participation from Fanatics and others. The startup, founded in 2023 by Brian Cruver, aims to modernize college sports recruiting. It has 1.2 million athletes and 3,000 college sports program users. Scorability is free for athletes, while colleges pay $10k-$40k annually. The platform simplifies recruitment by providing comprehensive data and AI-driven tools for coaches.
417 likes, 21 comments - blacksportsbiz on May 30, 2024: "Day one of #BlackSportsBiz launched the inaugural @BlackSportsWallStreet + @Pitch.Black.Sports, presented by @Fanatics, while also featuring @CariChampion, Eli Kumekpor, @RyanHoward_006 and @1JeremiahBrown! 🎤🛍️ Congrats to @Reel_Analytics for winning Pitch Black Sports! We can’t wait to see what’s next for Cory and his team. 📈 🎥: @travisellisonproductions @aumemedia".
Fanatics raised a new round of funding valuing the online sports-merchandise retailer at $18 billion, people familiar with the matter said, roughly tripling its valuation from a year ago.
Fanatics is launching a new events vertical, in partnership with IMG, to capitalize on the company’s growing suite of business ventures, including merchandise, memorabilia, fashion, music, trading cards and sports betting. Starting next year, Fanatics Events will create fan festivals that feature athletes and brands from across the industry, including those in the Fanatics orbit. […]
What began as a single e-commerce deal in 2002 has grown into a mobile-first, tech and data-fueled consumer brand, built to satisfy global fans who purchase gear in-the-moment when passion is burning highest. Fanatics provides the ultimate shopping experience to sports fans whether buying gear onlin