Vice President, Consumer Products Licensing

National Hockey League

ABOUT THE NATIONAL HOCKEY LEAGUE Founded in 1917, the National Hockey League (NHL) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada.

With more than 1500 employees across the US and Canada, the NHL is a global sports and entertainment organization committed to building healthy and vibrant communities using the sport of hockey. At the NHL, we are looking for dynamic, energetic and impactful individuals who are committed to doing the same by sharing in our philosophy that Hockey is for Everyone.

WHAT WE EXPECT OF YOU

SUMMARY

The Vice President, Consumer Products Licensing is responsible for supporting and furthering the National Hockey League's global consumer products licensing strategy through executive account management of key league apparel licensees to drive revenue growth, product development, and consumer engagement.

This executive will lead key licensing partnerships, negotiate and manage business agreements, oversee product development and approval processes, and identify new growth opportunities across domestic and international markets. The role is accountable for managing strategic licensee relationships, driving partner licensee performance, and delivering revenue objectives while protecting and enhancing NHL brand equity.

The Vice President will work closely with NHL clubs, legal, marketing, events, retail, e-commerce, international business, and operations teams to ensure successful execution of headwear and apparel licensing programs and marketplace initiatives. The position also provides leadership and mentorship to a high-performing team, fostering collaboration, accountability, and innovation across the business.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Strategic Leadership & Business Development

• Develop and execute short and long-term licensing strategies aligned with NHL business objectives.
• Drive revenue growth through expansion of existing licensing partnerships and acquisition of new business opportunities.
• Identify and evaluate emerging consumer product categories, marketplace trends, and international growth opportunities.
• Analyze industry, consumer, retail, and competitive insights to inform strategic planning and decision-making.
• Establish annual revenue forecasts, budgets, and performance objectives.

Licensing & Partner Management

• Lead relationships with key licensees, manufacturers, and strategic partners.
• Negotiate business terms and oversee execution of licensing agreements in partnership with legal counsel.
• Conduct regular business reviews and develop category growth plans with strategic partners.
• Manage partner performance, resolve business issues, and ensure successful execution of licensing programs.
• Oversee account-level P&L performance, sales objectives, and royalty revenue management.

Brand & Product Management

• Ensure licensed products align with NHL brand standards and strategic objectives.
• Oversee product development, approvals, and go-to-market execution across licensing categories.
• Collaborate with retail sales, marketing, and communications teams to maximize integration of licensed products within league campaigns and tentpole events.
• Support league initiatives, special events, promotions, and retail programs through innovative merchandising strategies.
• Partner with legal and brand protection teams to safeguard NHL intellectual property and brand integrity.

Leadership & Team Development

• Lead, mentor, and develop a high-performing licensing team.
• Establish clear goals, accountability measures, and professional development plans.
• Foster a culture of collaboration, innovation, inclusion, and continuous improvement.
• Direct and manage agency partners, consultants, and external resources as needed.
• Promote strong cross-functional collaboration across NHL departments and stakeholders.

QUALIFICATIONS

• Knowledge Areas/Experience

• Required

• Minimum of 10 years of progressive experience in licensing, consumer products, brand management, merchandising, or related fields.

• Proven expertise in consumer products licensing, retail, sales, marketing, and business development.

• Demonstrated ability to identify and capitalize on growth opportunities.

• Strong financial acumen with experience managing P&Ls, budgets, and revenue forecasts.

• Strong understanding of intellectual property management, licensing structures, and royalty-based business models.

• Demonstrated success negotiating and managing licensing agreements and strategic partnerships.

• Experience managing multimillion-dollar revenue businesses and budgets.

• Preferred

• Experience within a major professional sports league, team, players association, entertainment company, or leading consumer products organization.

• International licensing and global marketplace experience.

• Establishd network of retailers, manufacturers, licensees, and industry contacts.

• Knowledge of e-commerce, digital commerce, and social media-driven retail initiatives.

• Education/Certifications

• Bachelor's degree in Business, Marketing, Sports Management, or a related field.

• MBA or advanced degree preferred.

• Required Skills

• Executive presence with the ability to influence internal and external stakeholders.

• Strong strategic planning, negotiation, and relationship management skills.

• Proven ability to work effectively across multiple stakeholders and cross-functional teams.

• Excellent written and verbal communication skills.

• Strong presentation, negotiation, and interpersonal skills.

• Demonstrated sound business judgment, analytical thinking, and problem-solving capabilities.

• Ability to balance strategic priorities with operational execution in a fast-paced environment.

• CORE COMPETENCIES These core competencies reflect the underlying values that are necessary to represent the National Hockey League:

• Accountability

• Adaptability

• Communication

• Critical Thinking

• Inclusion

• Professionalism

• Teamwork & Collaboration

The NHL offers U.S. regular, full-time employees:

• Time to Recharge: Utilize our generous Paid Time Off (PTO) to focus on your well-being and ensure a healthy work/life balance. PTO includes paid holidays, vacation, personal and sick days, plus an extra day off for your birthday.

• Ability to Focus on your Health: Along with competitive salaries, the NHL offers comprehensive health benefits to employees and their eligible dependents effective on their first day with us – there is no waiting period. The NHL subsidizes a large portion of the health benefits costs, therefore your cost for medical, dental and vision coverage is minimal.

• We also offer our employees and members of their household access to our Employee Assistance Program (EAP) to support mental, physical, and financial health. In addition, employees have access to a digital wellness resource designed to improve health and happiness through courses in sleep, movement, and focus. These services are confidential and at no-cost to our employees.

• Childcare Leave: Because your family is the NHL family, employees are offered comprehensive Childcare Leave to welcome your new addition. The primary caregiver to the child is entitled to up to 12 weeks of paid Childcare Leave, at full pay, following the birth, adoption, or placement of a child.

• Employees that are not the primary caregiver to the child are entitled to up to 6 weeks of paid Childcare Leave, at full pay, which must be taken within the first 6 months following the birth, adoption, or placement of a child.

• Confidence in your Retirement Goals: Participate in the NHL’s Savings Plan which includes a 401K (pre-tax and Roth options) plus non-elective (employer) contributions to keep your retirement goals on track.

• A Hybrid Work Schedule: The NHL recognizes the value of flexibility in work locations/schedules to help our employees balance work/life priorities. Hybrid work schedules are available for a majority of our roles.

• Our New Headquarters: Our new, state of the art, office