(VP) Commercial Director, Dance & Entertainment Brands

About the Role

Key Responsibilities

• Develop and execute a comprehensive business plan to commercialize Ellie across consumer products, media, retail, children's content, and experiential categories.
• Craft a commercial plan for additional Nets and Liberty performance teams and identify opportunities to extend BSE's footprint in dance and performance entertainment.
• Lead end-to-end licensing strategy for the IP, including evaluation of categories, partner selection, negotiation of deals, and management of ongoing relationships.
• Identify and build high-value strategic partnerships across publishing, entertainment, retail, CPG, and digital media to grow brands and reach target audiences.
• Oversee the development and commercialization of consumer product lines (e.g., apparel, toys, collectibles) in collaboration with internal Merchandising and Marketing teams.
• Drive the creation of original content including animated series, digital shorts, and social-first storytelling in partnership with content creators and studios.
• Serve as the primary liaison to the Liberty brand to steward Ellie's identity, voice, and positioning across all commercial expressions.
• Partner with internal and NBA/WNBA legal and brand teams to manage contracts, protect IP, and enforce brand guidelines.
• Collaborate cross-functionally with Marketing, Community Relations, Merchandising, and Partnerships to integrate mascot and performer activations.
• Lead market research and consumer insight efforts to assess performance and guide content, product, and partnership decisions.
• Represent the mascot and performer brands at industry events, trade shows, and licensing communities to build awareness and cultivate opportunities.

Requirements

• 12+ years of experience in licensing, brand management, and/or consumer products within the sports, entertainment, or media industries.
• Demonstrated success in developing and monetizing IP-driven brands across multiple verticals, with experience in character licensing and branded content.
• Proven ability to originate, structure, and negotiate complex deals with entertainment studios, publishers, retailers, and licensees.
• Strong track record of launching and managing consumer product lines, with expertise in go-to-market strategy, design collaboration, and retail execution.
• A deep network of contacts across relevant industries.
• Excellent business judgment and ability to leverage data-based insights to inform decision-making.
• Exceptional written and verbal communication skills; comfortable presenting to executive leadership and external partners.
• Entrepreneurial spirit rooted in action, curiosity, and a growth mindset.

Nice to Have

• Experience working with mascots or entertainment brands in sports or media industries.
• Knowledge of digital content creation, animation, and social media storytelling.
• Experience in international licensing and content expansion.

Qualifications

• Educational background is not explicitly specified, but extensive experience in licensing and brand management is required.

Benefits & Perks

• Salary range of $180,000 - $220,000.
• Work primarily in an office environment with attendance at games, activations, and events including evenings, weekends, and holidays.
• Opportunities to attend industry events, licensing expos, and production meetings.