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About the Role

This role sets the enterprise position on AI-generated and AI-assisted imagery and video creation, governance, and scaling. It leads the innovation agenda for creative work across design, marketing, and communications for all Gap Inc. brands. The position requires both creative credibility and technical depth to navigate the evolving generative media landscape and drive future creative innovation for Gap Labs.

Responsibilities

Setting and defending an enterprise position on generative media capability and adoption
Leading a creative innovation agenda, from future-facing exploration through experiment to adoption
Deep hands-on fluency with generative image and video tooling, including model selection, prompting, fine-tuning and evaluation, and tracking the landscape as it moves
Working knowledge of product design and development, and creative workflow redesign across asset creation, retouching and production
Maintaining tooling and vendor partnerships, including holding partners to commitments and keeping capability current
Establishing quality, brand integrity and risk standards for generated content, including rights and likeness
Exceptional written and visual communication for creative, technical and executive audiences
Thought leadership and collaboration across the organization, teaching what the technology can do and how to think about applying it

Requirements

An experienced leader with 6+ years in product design, creative technology, content production or digital media
At least 2 years focused on generative AI applied to image and video
Genuine fluency in the generative media landscape who tracks it continuously
Ability to differentiate between real capability shifts and release notes
Background in product design who understands the product lifecycle from concept to customer asset
Credible partner to creative teams, able to earn their trust
Strategic thinker who can judge current capability and future needs
Hands-on practitioner who builds and tests work themselves
Clear-eyed judge of quality and risk, considering brand integrity, likeness, rights, provenance, speed, and cost
Effective communicator who can make the case in writing and in person to creative and technical audiences
Ability to teach and explain new capabilities and their application
Future-forward thinker who imagines future creative work and customer experience shifts
Problem-solver who thrives in dynamic environments and can navigate ambiguity while driving programs forward

Skills

Generative media strategy
Generative AI
Image and video generation
Product design
Creative technology
Content production
Digital media
Generative tooling
Model selection
Prompting
Fine-tuning
Evaluation
Product development
Creative workflow redesign
Asset creation
Retouching
Production
Tooling maintenance
Vendor partnerships
Quality standards
Brand integrity
Risk assessment
Rights management
Likeness management
Written communication
Visual communication
Thought leadership
Collaboration
Teaching
Future-forward thinking
Problem-solving

Location

2F (San Francisco)

Work Type

Full-time

Experience Level

Senior Manager
6+ years in product design, creative technology, content production or digital media
2+ years focused on generative AI applied to image and video

About the Company

Gap Inc. is a global apparel company.