Overview

Softlines Product Development Manager

— Based at SEGA HQ, Brentford, West London. Hybrid working model. Reporting to the Senior Product Development Manager, you will be responsible for the day-to-day management of Product Development within the Softlines category, including back-to-school stationery, apparel, accessories and footwear, and management of a direct report. You will be part of our European Licensing team, working on brands in Gaming and Entertainment, including Sonic the Hedgehog and more. Your responsibilities include end-to-end product approvals for direct and agent-managed licensing programmes across Europe, including some high-value global apparel partners.SEGA offers competitive compensation and benefits and a people-centric culture, with a focus on flexible working and community involvement.

Why You

Why You:

You have extensive experience in managing consumer product development within entertainment or gaming licensing, with exposure to character licensing or kids’ IP. You possess a strategic mindset to ensure licensed products align with brand positioning and commercial objectives. You are confident in managing external relationships, leading projects, and mentoring team members to enhance workflow efficiencies. You thrive in a fast-paced environment, balancing creativity with commercial insight to deliver high-quality products at retail.

Key ResponsibilitiesTeam Management and Mentorship:

Supervise and mentor Softlines Product Developer, fostering growth and ensuring best practices in product approvals and design feedback.

Trend Analysis:

Conduct in-depth market research to identify consumer trends and competitor activity to inform product development strategies and style guide direction.

Licensee and Partner Management:

Cultivate strong relationships with external partners, providing clear and constructive feedback to drive product excellence.

Product Development Oversight:

Oversee the entire product lifecycle from concept to production, focusing on quality, brand consistency, and commercial viability.

Brand Guardianship:

Ensure all licensed products maintain the integrity of SEGA IP, adhering to brand guidelines and approved assets.

Cross-functional Collaboration:

Work with Creative Services, Marketing, PR and International Licensing teams to drive synergy and awareness.

Business Development Support:

Collaborate with licensing managers to identify new business opportunities, product extensions, and category growth areas.

Trade Show and Event Representation:

Represent SEGA at industry events, trade shows, and partner meetings; some travel may be required.

Knowledge, Skills and ExperienceSignificant experience in licensed product development or brand management, with expertise in character licensing.

Strong leadership and team management skills, with experience mentoring junior colleagues.

Proven ability to develop and implement strategic product development plans.

Excellent relationship-building skills with internal stakeholders and external partners.

Strong commercial awareness and the ability to balance creativity with business objectives.

Advanced proficiency in Adobe Creative Suite (Photoshop, Illustrator, InDesign) to support product development — you will be required to create product mock-ups to inspire licensees.

Strong understanding of product timelines, manufacturing processes, and printing techniques across multiple categories.

Excellent organisational and project management skills, with the ability to handle multiple priorities under tight deadlines.

Passion for video games, entertainment, and pop culture.

Our Commitment to Equity, Diversity, Inclusion and Belonging:

At SEGA, we celebrate diversity and support a diverse, inclusive, and equitable workplace where everyone feels valued and respected regardless of background. We welcome people regardless of age, race, ethnicity, disability, gender identity and expression, sexual orientation, neurotype, socioeconomic background, and whether you’re pregnant or on family leave. SEGA is a place where staff have a voice and are empowered to contribute to inclusion and wellbeing through groups such as DEN, RISE, Women at SEGA, PRIDE, SEGA Minds, Momiji and VIBE.

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