Softlines Product Development Manager

Based at SEGA HQ, Brentford, West London. Working Model: Hybrid.

Why Us:

SEGA employees are passionate about entertaining the world with creative, innovative experiences while being part of a vibrant gaming community. We are a Global company with the resources to match, coupled with a place where everyone knows each other on a first-name basis, working together to create innovative experiences, one community at a time.

As Softlines Product Development Manager you will be responsible for the day-to-day management of Product Development falling under the Softlines category including back to school stationary, apparel, accessories and footwear and management of a direct report. Reporting to the Senior Product Development Manager, you will be a part of our highly talented European Licensing team, working on some of the biggest brands in all of Gaming and Entertainment, including Sonic the Hedgehog and many more! Your responsibility will extend to the end-to-end management of product approvals for direct and agent managed licensing programmes across Europe including some of our high-value global apparel partners.

We believe that delivering the best games and licensed product relies on having the best people, so we are constantly investing in our people through our benefits package, flexible working, and our community-focused, people-centric culture. Our industry-leading compensation and benefits include competitive salary and bonus schemes, private medical insurance, private dental insurance, health screening, electric car scheme, home technology scheme, and much more!

Why You:

• You have extensive experience in managing consumer product development within entertainment or gaming licensing, with considerable exposure to character licensing or kids' IP.
• You possess a strategic mindset, ensuring 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 Responsibilities:

• Team Management & Mentorship: Supervise and mentor Softlines Product Developer, fostering their growth and ensuring best practices in product approvals and design feedback.
• Trend Analysis: Conduct in-depth market research to identify consumer trends, competitor activity to inform product development strategies and style guide direction.
• Licensee & 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, with a focus 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 closely with internal teams including 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 & Event Representation: Represent SEGA at industry events, trade shows, and partner meetings, some travel may be required.

Knowledge, Skills & Experience:

• Significant 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 & Belonging:

At SEGA, we celebrate diversity and believe in a diverse, inclusive, and equitable world in which everyone feels valued and respected regardless of what they look like or where they come from. Whether you’re a prospective employee or a full-time member of staff, we want you to feel involved and supported in all aspects of our work and to have amazing opportunities during your time with us regardless of your 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 which is integral to our success as a business. Our inclusive, passionate people are empowered to educate, inform, and build awareness through our inclusion and wellbeing staff led values groups which include DEN (Disability Employee Network), RISE (Reinforcing Inclusion through Solidarity and Equality), Women at SEGA, PRIDE, SEGA Minds (group supporting mental health), Momiji (group that celebrates our Japanese heritage, language, and culture) and VIBE (our social and engagement committee).

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