GM of Lifestyle

This is an exciting opportunity to serve as the GM of Lifestyle category of one of the footwear industry’s most iconic and respected brands. As the GM of Lifestyle, you will report to the Brand President and serve as the strategic and commercial leader for the Lifestyle category, driving strategy and growth across the US and International markets. You will partner closely with cross-functional teams in Product, Marketing, Finance, Sales, and Operations within a matrix structure to deliver consumer-focused strategies, product roadmaps, impactful go-to-market plans, and profitable results. This role is ideal for a director-level leader with a strong understanding of the athletic footwear market, product category management and marketplace execution, who is ready to take ownership of one of K-Swiss’s most important consumer segments.

Who we are:

Founded in 1966, K-Swiss is a heritage American tennis brand. Since 1966, K-Swiss has represented innovation, quality, performance and style. The signature K-Swiss Classic, the first all-leather tennis shoe, made its debut at Wimbledon almost 60 years ago and is still a style staple both on and off the court. Today, K-Swiss has expanded from tennis footwear to include lifestyle, active and training footwear that stands up to the performance demands of world-class athletes and trendsetters alike. Under new leadership, and committed to a fast-paced and significant brand turnaround, K-Swiss is based in Glendale, CA.

How You’ll Make a Difference:

As the Lifestyle Category Leader, you will be responsible for shaping the business strategy, product offering, consumer positioning, and commercial success of the K-Swiss Lifestyle portfolio, in the following ways:

Strategic Leadership

• Develop a comprehensive 3-year strategic plan that identifies market opportunities, key battlefields and growth opportunities.
• Develop a product strategy to capture market opportunities in line with the strategic plan, resulting in product briefs with competitive analysis, pricing strategy, KSP’s and financial forecasts.
• Create marketing, distribution and channel strategy for each product initiative, aligning sales, product and marketing around shared objectives with shared accountability.
• Partner with global and regional teams to align Lifestyle category financial forecasts and goals, aligned with broader brand and corporate objectives.
• Lead seasonal financial, sales and product planning, ensuring adherence to the 3-year strategic plan.
• Lead strategic business reviews, forecasting, and go-to-market planning for the Lifestyle category.

Cross-Functional Partnership

• Serve as the central hub between Product, Marketing, Sales, and Operations to ensure cohesive, consumer-led decision-making.
• Collaborate with Product and Design teams to define assortment, pricing, and innovation opportunities that drive differentiation and market share.
• Partner with Marketing to shape storytelling and campaigns that elevate the Lifestyle consumer and drive awareness, demand, and brand energy.
• Work with Sales and Planning teams to deliver channel and marketplace plans, optimizing product distribution and profitability.

Marketplace and Consumer Focus

• Monitor industry trends, competitive activity, and consumer insights to identify new opportunities for growth.
• Ensure that all category strategies and actions are grounded in consumer understanding and data-driven insights.
• Foster strong relationships with key retail partners and influencers in the lifestyle and fashion sectors to enhance brand visibility and sell-through.

Leadership and Team Development

• Provide leadership, mentorship, and direction to cross-functional contributors within the Lifestyle business.
• Champion collaboration, accountability, and performance within the matrix organization.
• Support talent development and succession planning to ensure a pipeline of future leaders in the category.

What You Bring:

Education & Experience

• Bachelor’s degree required; MBA or advanced degree preferred.
• 8–10 years of progressive experience in athletic footwear brand management, with a focus on category, commercial, or general management.
• Proven success in leading cross-functional teams and driving category growth.

Skills & Attributes

• Strong strategic thinking with a results-driven, entrepreneurial mindset.
• Exceptional collaboration and communication skills with the ability to influence across levels and functions.
• Deep understanding of marketplace dynamics, consumer trends, and brand positioning.
• Financial and analytical acumen to drive data-informed decisions.
• Proficiency in Microsoft Excel, Word, and PowerPoint.
• Ability to travel domestically and internationally as needed.

Work Environment

• Office