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About the Role
The General Manager will lead the full store team at Fanatics' flagship NBA Store on Oxford Street, driving sales performance, maintaining first-class commercial and visual standards, and ensuring the store is always ready for product launches and key NBA calendar moments. This role integrates flagship trading with the broader NBA calendar, including season tip-off, playoffs, and international games, delivering business and fan impact through BOLD leadership and execution excellence.
Responsibilities
- Partner with Retail Operations, Merchandising, Stock, and Visual Merchandising functions to ensure seamless product launches, peak trading preparation, and alignment to the NBA calendar.
- Maintain effective communication with head office functions and wider business stakeholders to ensure the flagship operation integrates with broader commercial priorities.
- Lead, motivate, and develop the full store team — permanent, core, and casual — setting clear standards, accountability, and development pathways.
- Manage performance, conduct, attendance, and succession planning in line with company policies, ensuring the team is trained and ready for peak periods and major launches.
- Build rotas, manage availability, and deploy resource effectively to maximise sales potential and deliver an outstanding fan experience.
- Ensure the store consistently delivers an outstanding fan and customer experience befitting a flagship Oxford Street location.
- Coach the team to deliver knowledgeable, engaging, and efficient service that connects fans to the products and moments they care about.
- Maintain first-class visual merchandising, presentation, and housekeeping standards at all times, raising the bar during product launches, campaigns, and major NBA moments.
- Ensure all promotional activity and event activations are executed to the required standard, reflecting the premium nature of the Fanatics flagship.
- Use floor space, product placement, and team deployment creatively to maximise sales potential across the flagship trading floors.
- Identify and act on opportunities to improve conversion, AOV, and UPT through commercial awareness and data-informed decision-making.
- Take prompt, decisive action on operational risks, compliance gaps, and performance challenges as they arise.
- Bring fresh thinking to how the store executes around NBA calendar moments, ensuring the flagship remains a destination experience for fans.
- Own daily store operations end-to-end — opening and closing routines, transactions, till management, security, and replenishment — holding the team accountable to the highest standards.
- Drive KPIs including footfall, conversion, AOV, and UPT, taking clear action to sustain and improve performance against targets.
- Own budgeting, forecasting, and performance reviews alongside the Assistant Store Manager, managing payroll and controllable costs within agreed budgets.
- Minimise stock and financial loss through strong controls, regular checks, and full compliance with company policies on transactions, security, and health and safety.
- Apply AI and technology to improve efficiency, quality, and outcomes.
- Use data and digital tools to inform decisions and enhance performance.
- Demonstrate curiosity and adaptability in adopting new technologies and ways of working.
- Contribute to a culture of innovation and continuous improvement.
Requirements
- Proven retail management experience with a track record of achieving sales targets and driving commercial growth in a high-footfall environment.
- Strong people management, coaching, and development skills, with experience leading large or multi-tier store teams.
- Demonstrated ability to drive KPIs — including conversion, AOV, and UPT — through effective leadership and floor management.
- Strong visual merchandising and commercial awareness, with the ability to use space and product placement to maximise sales.
- Experience managing budgets, forecasting, and controllable costs, including payroll, within agreed parameters.
- Ability to operate with autonomy, manage competing priorities, and build strong relationships with internal and external stakeholders.
- Experience in sports, licensed apparel, or flagship/high-footfall retail is desirable.
Skills
- AI
- Data analysis
- Digital tools
- Technology adoption
- Commercial awareness
- Visual merchandising
- People management
- Coaching
- Budget management
- Forecasting
- Sales target achievement
- KPI driving
- Problem-solving
- Communication
Location
- On-site: NBA Store, Oxford Street
Work Type
- On-site
- Full-time
Experience Level
- Retail management experience
- Experience leading large or multi-tier store teams
About the Company
- Fanatics Commerce is the global leader in licensed sports merchandise, operating a vertically integrated platform that designs, manufactures, and delivers officially licensed apparel, jerseys, headwear, and collectibles for major leagues, teams, and events worldwide.
- Fanatics Commerce operates more than 900 e-commerce sites and has a global omnichannel presence across digital, in-venue, and retail, reaching fans in over 180 countries and powering official fan experiences for many of the world's iconic sports properties.
- 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.
- 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.
- Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods.
- Fanatics Commerce operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally – including comprehensive partnerships with leading leagues, teams, colleges, and sports organizations across the world—including the NFL, NBA, MLB, NHL, MLS, Formula 1, and Australian Football League (AFL); the Dallas Cowboys, Golden State Warriors, Paris Saint-Germain, Chelsea FC, and Tokyo Giants; the University of Notre Dame, University of Alabama, and University of Texas; the International Olympic Committee (IOC), England Rugby, and the Union of European Football Associations (UEFA).