General Manager Sports Business Unit

About the role

We are seeking a dynamic and commercially driven General Manager to lead and scale our direct-to-consumer (DTC) ecommerce business across Crecera Brands golf, baseball, and softball, collectively our Sports business unit. Our websites include The Golfer’s World (tgw.com), playbaseball.com, and playsoftball.com. Our Sports GM owns profit and loss (P&L) for the business unit while driving growth through best-in-class digital marketing, merchandising, brand marketing and customer experience strategies.

Key Responsibilities

• Own and manage full P&L responsibility, including revenue growth, gross margin, operating expenses, and profitability targets
• Develop and execute the overall DTC growth strategy, aligning with company objectives
• Identify and capitalize on new revenue streams, customer segments, and market opportunities within the sports categories
• Drive forecasting, budgeting, and financial planning processes
• Lead performance marketing channels including paid media (search, social, display), affiliate, email/SMS, and SEO
• Optimize customer acquisition cost (CAC), lifetime value (LTV), and ROAS through data-driven decision-making
• Oversee customer lifecycle marketing, retention initiatives, and personalization strategies
• Stay current on trends in ecommerce, digital media, and marketing technology
• Define and maintain the visual brand identity, tone, and positioning across all consumer touchpoints
• Design and execute multi-channel marketing campaigns to build awareness in the golf and baseball communities
• Oversee production of high-quality digital assets, including video, photography, and copy for product launches
• Build organic loyalty through grassroots initiatives, youth leagues, tournaments, and digital community spaces
• Manage influencer relationships with professional athletes, coaches, creators, and regional brand ambassadors
• Cohesively align brand messaging with paid acquisition efforts
• Direct merchandising strategy including product assortment, pricing, promotions, and inventory optimization
• Partner with product, sourcing, and supply chain to ensure alignment between customer demand and inventory availability
• Utilize analytics to optimize conversion rates, average order value (AOV), and product performance
• Lead and develop high-performing marketing and merchandising teams with direct reporting relationships
• Foster a culture of accountability, innovation, and continuous improvement
• Collaborate with operations, technology, finance, and customer experience teams to deliver a seamless end-to-end customer journey
• Ensure a best-in-class digital customer experience across web and mobile platforms
• Oversee site merchandising, UX optimization, and conversion rate improvements
• Champion brand positioning while driving performance metrics

Qualifications

• 10+ years of progressive leadership experience in ecommerce or DTC businesses, with at least 3-5 years in a senior leadership position
• Proven track record of owning and managing a P&L at scale
• Deep expertise in digital/performance marketing (paid media, CRM, SEO, analytics)
• Experience leading merchandising and marketing teams in a consumer-facing business
• Strong familiarity with ecommerce platforms, analytics tools, and marketing technologies

Compensation

The anticipated base salary range for this position is $225,000 to $325,000 annually, with final compensation determined by the candidate’s experience, qualifications, and overall fit for the role. In addition, this position is eligible for participation in our annual incentive bonus and long-term incentive programs. We offer a comprehensive and competitive benefits package that includes medical, dental, and vision coverage; a Health Savings Account (HSA); 401(k) plan with company matching contributions; optional healthcare and dependent care flexible spending accounts; an employee discount program; and a flexible paid time off (PTO) policy.