General Manager- Emerging Brands

Irvine California
Required Experience: 10 year(s)
Employment Type: Full-Time
Salary Range: Not available
Posted 19 hours ago

The La Jolla Group is a worldwide leader in the action sports apparel business segment with a fast paced, high energy environment that is continually on the move. With prominent brands such as O’Neill, Spiritual Gangster, and Hang Ten, La Jolla Group has proved to be a builder of great brands, a creator of innovative products, and a master of operational excellence.

Join our team and enjoy a casual work environment, onsite gym, discount on clothes, summer hours and employer provided lunches and fruit! We believe our employees are our strongest asset and invest in their growth by focusing on developing their strengths.

General Summary

The La Jolla Group is seeking a passionate, motivated, and highly skilled leader who will provide the vision, guidance, and acumen to lead our Emerging Brands apparel and accessories division. Emerging Brands is a forward-thinking business unit focused on identifying market opportunities across all aspects of fashion and all channels of retail - from vertical DTC eCommerce to large scale wholesale chains - using an agile, speed to market approach to build products that resonate with consumers.

This hands-on team member will not only lead but also participate in the process to ideate, create, test, measure, and scale brand, label, and product concepts, leading a dedicated Creative team as well utilizing the support of the LJG operational infrastructure. This role will have be accountable for the entire product life cycle as well as all associated creative to drive consumer engagement and loyalty through brand positioning, marketing, and products that inspire.



Leadership – You possess a collaborative and inclusive management style that evokes confidence as well as input and feedback from your team. You can mentor and motivate teams and maintain discipline to meet deadlines and milestones.
Experience – You have a history of creating / managing brands and have the skills to operate one. You work well with other teams cross functionally, have gravitas, and the ability to present compelling concepts both up and downstream. You understand both consumers and retailers and know how to build the products they want with quality and price in mind.
The numbers – You have a strong financial aptitude and experience with budgeting, P&L administration, risk assessment, and the ability to navigate data through both ERP and BI systems. You are in this to grow the business and drive volume.
The Brand – You know how to find the white space. Through market research, competitor analysis, and the development of a strategic roadmap, you find the sweet spot and build a platform for success.
The Story - You have experience utilizing data to drive demand creation, product and customer segmentation strategies, campaign management and messaging, as well as building out marketing initiatives that engage consumers through storytelling, product franchises, and digital marketing / social strategies.


Product is Key – You have experience building great product and have a solid design sense. Utilizing a data driven approach, you find opportunities to innovate and produce products that have purpose as well as delight consumers. You have full understanding of garment construction and utilize this to build into price and cost tiers that provide value to retailers and consumers all while producing optimal results to the bottom line using sustainable materials in a responsible way.
Tools / Process – You have experience working in an agile environment and can move quickly through the product lifecycle. PLM is not a four-letter word and systems are an asset not a liability. You utilize these tools to manage processes like assortment planning, budgeting, and calendar management to keep the team on track and on budget.
Negotiator – You have extensive experience working with both import and domestic suppliers and have a large network in place that can add value to the existing supply chain. You love getting on a plane and engaging your suppliers – you want to get it right.
The Vendor - You know how a supplier thinks and you optimize your product lines accordingly by providing volume projections, using fabrics and trims shared across the product line, and minimizing the number of design changes through the development cycle to create a nimble supply chain that isn’t stuck in the traditional 4 season model.
The Customer - You understand the compliance requirements of large-scale retailers and work with suppliers to meet the standards that are needed to do business such as testing / code of conduct / value added services.


The Consumer – You value the fact that you have a direct relationship with the consumer via ecommerce and use this to not only grow the business but as a listening device to test and measure. You engage them and ask them what they want from the brand through social, surveys, and focus groups. You live and breathe social media and how consumers engage brands on the various platforms. You comb through the competition to see what’s working and what isn’t. You understand digital marketing and the metrics that drive this acquisition channel and partner with the technology team to get insights around consumer behavior, working together to optimize the results.
The Retailer - You possess extensive experience with a variety of retail channels – from small specialty boutiques to major department store chains. You know how buyers think and can anticipate what they want and what will be trending in the future. You can present concepts and products with conviction and have a strong sense of collaboration with both the brand and the retailers.

Note: The statements herein are intended to describe the general nature and level of work being performed, but are not to be seen as a complete list of responsibilities, duties, and skills required of personnel so classified. Also, they do not establish a contract for employment and are subject to change at the discretion of the employer.

LJG is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, gender, national origin, religion, age, disability, sexual orientation, gender identity, protected veteran or military status, marital status, pregnancy (including unlawful discrimination on the basis of a legally protected pregnancy or maternity leave), genetic information and any other characteristics protected by law.

Effectively communicate in written and verbal form
Demonstrate proactive problem solving skills
Influence others; Negotiation skills
Develop plans and implement strategies which drive the business
Challenge self and others to think with vision
Convey positive and realistic expectations to one’s subordinates and superiors
Be innovative in arriving at new and untried solutions to problems
Be aware of the impact and implications of decisions on other aspects of business
Self-initiate and self-motivate
Lead by example with charisma and a high level of acumen
Utilize recognition and empathy as forms of motivation
Work well cross functionally


4 Year Bachelor’s Degree in a related field
10+ years Brand / Product experience
10+ years Supply Chain experience
10+ Years Retail or Wholesale experience in the apparel industry
8+ Years People Management experience
5+ years eCommerce experience

Physical Requirements

Seeing: Must be able to see well enough to read reports.

Hearing: Must be able to hear well enough to communicate with customers, vendors and employees.

Standing/Walking: Must be able to move about company building.

Climbing/Stooping/Kneeling: Must be able to stoop or kneel to pick up products.

Lifting/Pulling/Pushing: Must be able to lift up to 10 pounds.

Fingering/Grasping/Feeling: Must be able to type and use technical sources.