GMC & Buick Merchandise Lead

Job Description

The Merchandise Brand Lead – Buick & GMC will work closely with brand, licensing, and merchandising teams to develop and execute branded merchandise strategies that support brand priorities and grow GM’s merchandise ecosystem.

This role is responsible for defining and executing merchandise programs that represent Buick and GMC across lifestyle goods, licensed products, retail collections, and promotional merchandise. The Merchandise Brand Lead will help translate brand positioning into compelling product assortments that resonate with consumers and support brand storytelling.

The role requires strong merchandising instincts, an understanding of product trends, and the ability to develop products that reflect each brand’s identity. The candidate will work closely with GM Licensing, design partners, and external vendors to support product development, collaborations, and brand merchandise initiatives.

This position also supports the development of retail collections, licensed products, and brand activations across eCommerce, events, and dealer environments.

Key Responsibilities:

• Develop and execute merchandise strategies that support Buick and GMC brand priorities.

• Identify consumer trends and product opportunities across lifestyle goods and branded merchandise categories.

• Support development of branded merchandise collections across licensed products, white-label merchandise, and collaborative partnerships.

• Partner with GM Licensing, GM Design, and brand marketing teams to ensure merchandise aligns with brand standards and positioning.

• Collaborate with internal merchandising teams and external partners on product development, sourcing, and production.

• Manage relationships with existing licensees and explore new licensing opportunities aligned with brand strategy.

• Support the development of capsule collections, limited-edition collaborations, and retail assortments.

• Contribute to merchandising strategies that support retail, eCommerce, and event activations.

• Review licensee products and provide feedback to ensure quality, brand alignment, and commercial viability.

• Work cross-functionally with marketing, licensing, merchandising, and operations teams to support product launches and brand initiatives.

Qualifications:

• Bachelor’s degree required; preferred in business, marketing, merchandising, retail management, or a related field.
• Minimum of 7 years of experience in merchandising, brand marketing, licensing, or product program management.
• Experience managing branded merchandise collections, licensing programs, or retail assortments strongly preferred.
• Strong understanding of branded merchandise development, licensing partnerships, and vendor management.
• Proven ability to manage multiple product launches, collections, or brand programs in a fast-paced environment.
• Highly relationship-driven with strong internal stakeholder management skills.
• Strong organizational and execution skills with the ability to operate independently.
• Excellent communication and collaboration skills across cross-functional teams.

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GM does not provide immigration-related sponsorship for this role. Do not apply for this role if you will need GM immigration sponsorship now or in the future. This includes direct company sponsorship, entry of GM as the immigration employer of record on a government form, and any work authorization requiring a written submission or other immigration support from the company (e.g., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc). This role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}. This job may be eligible for relocation benefits.

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