Position: VP, Consumer Products

Reports to: Interim President, Business Operations 

Location: White Plains, NY (Hybrid)

ABOUT THE UFL

The United Football League (UFL) is the premier professional spring football league, powered by the visionary leadership and investment of Mike Repole and Impact Capital, RedBird Capital Partners, FOX, Dany Garcia, Dwayne Johnson, and ESPN. Built on innovation, accessibility, and competitive excellence, the UFL delivers a dynamic professional football experience for players, fans, and partners alike. The league currently features eight teams and is focused on building the next era of spring football, with expansion planned for 2028 and beyond.

ABOUT THE ROLE

Where Sports, Culture, and Commerce Collide—Build the Future of Fan Retail. This is a high-impact leadership role at the intersection of sports, culture, and commerce. As the VP, Consumer Products, you will shape how fans connect with the league beyond the game—transforming moments on the field into meaningful, scalable retail experiences. You will lead the evolution of a fast-growing e-commerce business, driving innovation in digital merchandising, fan engagement, and omnichannel commerce. This is a rare opportunity to build and scale a modern consumer products engine inside a dynamic, event-driven sports league with national reach and passionate fanbases.

The VP, Consumer Products is responsible for leading the overall strategy, performance, and evolution of the UFL’s consumer products and e-commerce business. This role owns the full digital retail ecosystem for shop.theufl.com, including merchandising strategy, product lifecycle management, site experience, digital marketing alignment, customer experience, and revenue growth.

WHAT YOU WILL DO

Enterprise E-Commerce & Fulfillment 

• Manage P&L for shop.theufl.com and consumer products e-commerce business, driving revenue growth, gross margin expansion, and profitability targets.

• Define and execute the long-term strategic roadmap for digital retail, including platform evolution, customer experience innovation, and omnichannel expansion.

• Establish quarterly and annual business plans, forecasting models, and performance benchmarks aligned with league commercial objectives.

• Oversee e-commerce operations including order management, fulfillment coordination, inventory flow, and customer service experience.

• Ensure seamless integration between backend systems, fulfillment partners, and customer delivery expectations.

• Proactively manage fulfillment risks, shipping delays, and operational disruptions while maintaining high customer satisfaction standards.

Digital Merchandising & Product Strategy

• Lead end-to-end digital merchandising strategy including product assortment planning, SKU optimization, pricing strategy, and seasonal collections.

• Oversee product lifecycle management from creation through launch, ensuring timely execution of all product drops, including high-volume and time-sensitive campaigns.

• Direct promotional strategy including discounting architecture, promotional calendar, and testing frameworks to maximize conversion and revenue.

Marketing, CRM & Fan Engagement

• Lead CRM, lifecycle marketing, and retention strategies to drive repeat purchases, loyalty, and fan engagement.

• Partner with marketing and brand teams to develop integrated campaigns, content calendars, and storytelling initiatives tied to league moments and seasonal activations.

• Leverage customer data, segmentation, and behavioral analytics to personalize fan experiences and increase lifetime value.

• Own the customer journey across shop.theufl.com, ensuring a best-in-class user experience across site navigation, content, and conversion funnels.

• Lead strategic development of homepage, landing pages, featured shops, and campaign-driven site experiences aligned with marketing and inventory priorities.

• Oversee digital analytics and customer insights to continuously optimize traffic, engagement, conversion rates, and retention.

• Work closely with Team markets to align localized retail strategies and event-based merchandise drops.

WHAT YOU WILL BRING

The qualifications listed below represent the credentials necessary to perform the essential functions of this position. To be successful in this position, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

• 10+ years of progressive leadership experience in consumer products, e-commerce, retail, merchandising, or digital commerce at scale.

• Deep expertise across digital commerce, merchandising strategy, lifecycle marketing, and omnichannel retail.

• Demonstrated ability to operate at the intersection of sports, entertainment, media, or culturally driven consumer brands strongly preferred.

• Sophisticated analytical and financial acumen with the ability to translate data into strategy and execution.

• Experience leading enterprise transformation, platform modernization, or rapid commercial scaling initiatives.

• Comfort operating in fast-paced, event-driven environments with seasonal peaks and real-time commercial execution.

OTHER DUTIES

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

ADDITIONAL DETAILS 

• This role operates in a hybrid work environment, with an expectation of in-office collaboration 2-3 days per week. 

• Prolonged periods of sitting at a desk and working on a computer.

• Moderate Travel (>30% travel): as determined by the business, including attending select games and UFL events. Travel increases while in-season. 

• Ability to work a flexible schedule inclusive of weekends, nights and holidays required.

• Must be able to lift 15 pounds at times.

• Other duties as assigned by the Interim President, Business Operations 

COMPENSATION

The salary range for this position is $200,000 - $230,000. This role is eligible for annual incentive and/or comprehensive benefits, including medical/dental/vision/life insurance, a 401(k) plan, unlimited PTO and offers a discretionary bonus. The actual base salary offered will depend on a variety of factors, including, without limitation, the qualifications of the individual applicant for the position, years of relevant experience, level of education attained, certifications or other professional licenses held, and if applicable, the location of the position.

EQUAL EMPLOYMENT OPPORTUNITY STATEMENT

The UFL maintains a strong policy of equal opportunity in employment.  It is our objective to recruit, hire, and retain the most qualified individuals without regard to race, color, religion, sex, sexual orientation or identity, national origin, age, disability, veteran status, or any other characteristic or status protected by applicable federal, state, or local law.  Our equal employment philosophy applies to all aspects of employment, including recruitment, compensation, benefits, training, promotions, transfers, job benefits, and terminations.