Product Line Manager - Essentials (Sports Marketing/Retail)

Product Line Manager - Essentials (Sports Marketing/Retail)

The Product Line Manager I is responsible for the ownership, vision and overall performance of the category. As the owner of the category's business strategies, goals and results, you will work cross-functionally to coordinate and drive commercialization for the category. In general the PLM I is responsible for driving innovation, product features, technologies, and stories.

You will be responsible for the category product planning and creation process which includes monitoring the external environment, analyzing relevant data and trends, creating seasonal business plans and consumer focused product concepts, optimizing internal processes and leading / influencing people in support of overarching business and category goals as well as management of the category on a day-to-day basis.

Areas of responsibility:

PLM will work in conjunction with Merchandising, Product Development, Sales and Marketing to successfully execute product development.

PLM will facilitate the determination of the concept, design, materials, fit requirements, retail price points of the product line, considering brand strategies, profitability, manufacturing limitations, while emphasizing the importance of meeting the published timeline.

Manage product pre-costing process in effort to ensure products are meeting margin targets.

Assist in the presentation of a focused line that addresses domestic and international market position and demand, while incorporating within each segment the function, performance, and value of products.

Present to all key company personnel, salesmen, and key retailers the product for which you are responsible.

Provide Product Development/Fit & Spec Personnel with complete and concise design/development information to further the production processes.

Strive to keep the brand a leading supplier in the industry in terms of technical innovation, style, and quality of products.

Essential Job Functions: For each line segment for which you are responsible: Determine all the elements that create a line/style for the company. These elements include:

I. Line concept and line plan

II. Costing

III. Designer

IV. Fabrications

V. Trims

VI. Color stories and cross-merchandising color/product strategies

VII. Finalize and standardize designs submitted by Designer

VIII. Merchandise collection - execute illustrations into final colorways

IX. Prepare product category boards to show all styles/all colorways and line plan architecture

X. Provide Product Developers with accurate information and feedback in order to facilitate the development process, including through proto and sample reviews.

XI. Be proactive and observant of the Timeline

XII. Go To Market

I. Line concept and line plan: Collect information to prepare the line concept (line plan): Evaluate world wide sales numbers; analyze which line segments have the strongest styles/silhouettes; evaluate the strength/weakness of colorways; compare world wide sales over the past 2-3 years to compile a brand sales history by style and line segment; determine each line's strengths/weaknesses in both domestic and international market. Market and industry trends: research and analyze where domestic and international consumer demand is heading; ensure that the seasonal line is addressing innovation/trends and stays a leader in technical functions; keep apprised of what and who is making news in the industry; evaluate new product categories that the brand might pursue and enter into. Solicit feedback for input on market position and line direction from distributors, reps, key dealers/buyers, and internally from Customer Service, Product Development, Sales/Marketing departments within the company. Keep Line Plan documents updated with accurate style numbers, product descriptions, target prices, sizes, and past season's comparable product information (style info, price, units sold)

II. Costing: Based on comparable product (Our company and competition) and market conditions determine costing. This will help to determine the target prices for both raw materials and the technical/fashionable features designed into each garment. PLM will also drive the pre-costing for each product to ensure that margin goals are incorporated into design/material/construction processes (by understanding raw material, and trim costs, expected yields and balances technology).

III. Designers: In conjunction with the Design Manager, the PLM will provide design brief to the Designer. The brief should present the line concept, style features and target market/consumer. Work with the designer to achieve the designs and styles to meet the standards outlined in the brief. Evaluate designer's progress through a series of design reviews. Analyze the designer's submission on fabric, color palette in conjunction with feedback already compiled from Line Plan research.

IV. Fabrication: For each collection, the PLM will work in conjunction with the Materials Manager to choose fabrics - including the outer/shell fabric, the linings, etc. PLM will choose fabrics based on pre-qualified factors such as overall brand performance/tech strategies, durability and testing standards, and price targets.

V. Trims: In consideration of overall seasonal and brand strategies, work with Design Manager and Trims Developer to integrate appropriate logos, labels, zipper pullers, patches, etc. to support the product category. It's expected that trims need to be achievable -- functionally stable and meet target prices.

VI. Color palette/lab dips: Once fabrics are selected, the PLM will advise lab dip standards to Materials Manager. It will be PLM's responsibility to ensure lab dip requests are specified for his/her respective category's products in a timely manner.

VII. Final designs into proportional silhouette: All Designer's work should be provided by Designer in specified proportional silhouette. For any miscellaneous styles that need to be modified, PLM will work with Graphic Illustrators to re-create it in a proportional technical flat illustration that is appropriate for hand-off to Product Development.

VIII. Merchandising of collection: PLM should become proficient in Adobe Illustrator software to "block" and color all products into colorways. Merchandising of the line demands a lot of experimentation and most certainly several reviews with entire Merchandising staff. Time management is especially crucial during this period.

IX. Sales meeting preparation/Line presentation: For the sales meeting, each PLM will create a presentation board/s showing along with each style, the item number and its various colorways. At the sales meeting, the PLM will present to the group (this includes discussing the line concept of each group, the styles, features, prices, competitive analysis) and should be prepared to take feedback about the presentation (that may require adjusting any of the aspects mentioned above). Also, as needed, each PLM will present his/her products to key retailers and assist Sales staff in this capacity. Product presentations should be crafted to be not only informative but also exciting.

X. Interaction with Product Development/Fit & Spec team: The PLM will work with the Development/Fit & Spec team to provide accurate and timely information and feedback to facilitate the development process. PLM's should collaborate closely with the staff the process of development, fit, proto/sample making, and timeline.

XI. Timeline: Be responsible for adhering to the published Timeline. Provide to Design/Materials/Product Development information in a manner that is timely and efficient. Be aware of adjustments within the Timeline and be proactive in Merchandising's actions. Timeline goal is to provide adequate time allowances for: line concept/plan evaluation, new product research, raw materials/trim research, design processes, product development/fit and spec reviews, sample production/review, and insightful and exciting sales meeting/product presentations.

XII. Go To Market: Lead role in identifying and driving key category go to market initiatives. Work collaboratively with Sales and Marketing departments to take key product category initiatives to market. Propose best opportunities for Sales Programs and key seasonal marketing drivers. Proof workbook, packaging, and advertisements for product specific content accuracy.

Minimum Job Qualifications:

Bachelor's Degree required.

Must be able to travel domestically and internationally.

Strong written, verbal, and presentation skills.

Able to effectively communicate complicated topics to a diverse audience.

Experience working in software programs: Excel, Word, Outlook, Power Point, and Adobe Illustrator.

3-5 years experience in apparel management, with knowledge about apparel design and development processes.

Ability to travel approximately 15-20%, both domestically and internationally some weekends and holidays.

Preferred Job Qualifications:

Experience in sports(s) and/or markets targeted by our brand.

Demonstrable understanding of key drivers of sales in specific distribution channels in complex markets.

Significant experience developing/implementing marketing strategies that have led to success in driving sales and achieving targeted objectives.

International business experience.

Demonstrated experience in managing product margins.