VP, Brand Experiences

As VP, Brand Experiences, you will lead the strategy and execution of culture-led brand initiatives that elevate Fanatics’ positioning, amplify partnerships, and create breakthrough moments at the intersection of sport, style, and community. This role is about building cultural relevance, driving brand heat, and ensuring Fanatics shows up as a bold, leading presence in global sports and culture.

Responsibilities

• Elevate Current Partnerships – Assess active partnerships and campaigns to identify opportunities where brand storytelling, creative execution, and cultural value can be amplified.
• Create Tentpole Moments – Transform select launches and drops into high-visibility cultural milestones that deliver both brand impact and commercial success.
• Lead Culturally Resonant Activations – Concept and deliver brand experiences that generate social energy, press coverage, and long-term equity for Fanatics.
• Reimagine Brand Presence Across Touchpoints – Partner across product, creative, and marketing to ensure Fanatics consistently shows up with cultural credibility and impact across launches, activations, and campaigns.
• Secure High-Impact Collaborations – Drive relevance by engaging tastemakers, athletes, entertainers, and cultural partners to amplify brand voice and reach.
• Maximize Underleveraged Moments – Reframe major events (sports, cultural, and brand-owned) into opportunities for breakthrough storytelling and experiences.
• Build Lifestyle-Driven Content – Shape storytelling that positions licensed products as lifestyle statements, both digitally and through on-the-ground activations.
• Act as Cultural Integrator – Serve as the connective tissue between teams, ensuring cohesion in how Fanatics shows up across moments, audiences, and customer touchpoints.
• Inspire & Lead Teams – Guide strategists, creatives, and producers to think boldly, move quickly, and deliver measurable results that strengthen brand equity, deepen fan connection, and drive growth.

Required Qualifications

• 15+ years of experience in brand leadership, with proven success creating culture-driving campaigns, activations, and partnerships for a multi-brand company.
• Track record of transforming product and partnership moments into widely recognized cultural and commercial wins.
• Deep understanding of sports, style, and culture, with the ability to translate fan and cultural insights into brand impact.
• Strong leadership and people management experience, with the ability to inspire and grow multi-disciplinary teams.
• Exceptional storytelling, strategic, and creative skills, demonstrated through a portfolio of breakthrough brand work.
• Ability to operate at both the strategic and executional levels, balancing big-picture vision with the discipline to deliver results.
• Experience in dynamic, fast-paced environments where speed, innovation, and cross-functional collaboration are critical.

The salary for this position is between $185,000 - $311,250 USD per year (actual salary will be determined in part by a successful candidate’s geographic location). 

Benefits: We provide a wide range of health, financial, legal, and development assistance, including wellness programs with fitness and weight management partners, paid maternity paternity leave, and infertility treatment. Additionally, we offer flexible time off to help you recharge, along with a competitive 401k plan to support your financial future. At Fanatics, we’re dedicated to supporting you in all aspects of work and life. 

Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally.