Director of Merchandising & Licensing (US)

The Cadillac Formula 1® Team is what happens when history, purpose and daring talent come together. Backed by TWG Global and GM, our team is uniquely positioned to disrupt Formula 1®, bringing a fresh perspective and an unrelenting drive for success. We have the energy of a start-up, with the ideas and originality of a business that always wants to lead, never wants to follow.

We’re building everything from the ground up, from a high-performance car to an inclusive, values-driven culture. We show bold ambition. We combine leadership in innovation with excellence in execution. We are one team. We have the freedom to think differently, the opportunity to shape process and practice, an ego-free environment where people thrive on being challenged by those around them. A historic name behind us. Career-defining moments ahead.

A New Chapter Begins.

Fueled by bold ambition
Play your part in getting us on the grid.

Closing Date: 27th April 2026

The Cadillac Formula 1® Team is looking for a commercially driven and creative Director of Merchandising & Licensing, to build and lead a world-class global merchandise and licensing programme. This role will define how fans engage with the brand beyond the racetrack—developing premium products, strategic partnerships, and innovative retail experiences that reflect Cadillac’s legacy of luxury and performance.

You will be responsible for driving revenue, enhancing brand visibility, and delivering standout fan experiences through best-in-class merchandising and licensing strategies.

• Develop and execute a global merchandising strategy aligned with brand positioning and fan engagement goals
• Oversee the creation of official team merchandise collections, from concept to production
• Collaborate with design, marketing, and brand teams to ensure all products reflect Cadillac’s premium identity
• Manage product lifecycle, including seasonal drops, race-specific collections, and limited editions

• Establish and manage global retail channels, including e-commerce platforms, trackside retail, and third-party partners
• Optimise the online store experience to maximise conversion and customer satisfaction
• Identify new market opportunities and expand international reach

• Lead the development of licensing strategy, identifying and securing high-value partners across apparel, accessories, collectibles, and lifestyle categories
• Negotiate and manage licensing agreements to maximise revenue and brand alignment
• Ensure all licensed products meet quality, brand, and compliance standards

• Own revenue targets for merchandising and licensing streams
• Analyse sales data, customer insights, and market trends to inform product and partnership decisions
• Develop pricing strategies and forecast demand to optimise profitability

• Ensure consistency and integrity of brand usage across all merchandise and licensed products
• Work closely with legal teams to protect intellectual property and manage compliance

• Build and lead a high-performing merchandising and licensing team
• Collaborate cross-functionally with marketing, sponsorship, and digital teams to integrate merchandise into campaigns and fan engagement initiatives

Driven by high performance
What do you need to bring to the team?

• Proven experience in merchandising, licensing, or retail leadership—ideally within sports, automotive, or luxury brands
• Strong commercial acumen with a track record of driving revenue growth
• Experience managing global licensing programmes and partner networks
• Excellent negotiation and stakeholder management skills
• Deep understanding of consumer trends, retail strategy, and brand development
• Passion for motorsport, premium brands, and fan culture

A team like no other.

The Cadillac Formula 1® Team challenges conventions and redefines success through bold ambition, cutting-edge innovation, and an unwavering commitment to precision and excellence—on and off the track. This includes offering healthcare, generous time off and, as part of a global brand, huge potential for career development.

As an equal opportunities employer, we are committed to the equal treatment of all current and prospective employees and does not condone discrimination on the basis of age, disability, sex, sexual orientation, pregnancy or maternity, race or ethnicity, religion or belief, gender identity or marriage and civil partnership. We aspire to have a diverse and inclusive workplace and strongly encourage suitably qualified applicants from a wide range of backgrounds to apply.

At The Cadillac Formula 1® Team, all Team Members are expected to actively support and uphold our policies and procedures, including those focused on Environmental responsibility, Sustainability initiatives, Inclusion and Health and Safety practices.

Please note that additional security checks may be required as part of the recruitment process. This may include a background check covering a minimum of the past five years and a criminal record check.