Fanatics Commerce
General Retail Manager, NBA Store (London)
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Fanatics Commerce
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. With more than 900 e-commerce sites and a global omnichannel presence across digital, in-venue, and retail, Fanatics Commerce reaches fans in over 180 countries and powers official fan experiences for many of the world's most iconic sports properties.
At Fanatics, we bring our BOLD Leadership Principles to life every day - building championship teams, obsessing over fans, acting with entrepreneurial speed, and delivering with a determined and relentless mindset.
ROLE OVERVIEW
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. Working closely with Retail Operations and Merchandising teams, this role integrates flagship trading with the broader NBA calendar, including season tip-off, playoffs, and international games. The General Manager delivers business and fan impact through BOLD leadership and execution excellence, leveraging data, automation, and AI-enabled insights.
HOW WILL YOU DRIVE IMPACT
Success is measured by the ability to deliver results through BOLD capabilities and measurable outcomes.
Team & Leadership Impact (Build Championship Teams)
- Cross-Functional Leadership:
- 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.
- People Leadership:
- 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.
Fan & Customer Impact (Obsessed with Fans)
- 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.
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Innovation & Problem Solving (Limitless Entrepreneurial Spirit)
- 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.
Ownership & Execution (Determined & Relentless Mindset)
- 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.
AI & DIGITAL CAPABILITY
We are building a future-ready organization. This role is expected to:
- 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
CAPABILITIES & EXPERIENCE YOU BRING
Required Qualifications:
- 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.
WORK LOCATION
On-site: Your work location will be onsite in NBA Store, Oxford Street.
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At Fanatics, we operate with a BOLD mindset - We Build Championship Teams, we’re Obsessed with Fans, we embrace a Limitless Entrepreneurial Spirit, and we approach every challenge with a Determined and Relentless Mindset. If you’re ready to contribute to a dynamic, fast-paced environment that thrives on collaboration and growth, we want you to be part of our team.
ABOUT US
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. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. 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. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally.
ABOUT THE TEAM
Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally – as well as its flagship site, www.fanatics.com.
Fanatics Commerce has a broad range of online, sports venue, and vertical apparel partnerships worldwide, 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).
At Fanatics Commerce, we infuse our BOLD Leadership Principles in everything we do:
- Build Championship Teams
- Obsessed with Fans
- Limitless Entrepreneurial Spirit
- Determined and Relentless Mindset
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