Lead Designer, Brand and Creative

📍 Job Overview

Job Title: Lead Designer, Brand and Creative

Company: Fanatics Collectibles

Location: Los Angeles, CA, United States / New York, NY, United States

Job Type: Full-time

Category: Brand & Creative Operations

Date Posted: April 16, 2026

Experience Level: 5-10 Years

Remote Status: On-site

🚀 Role Summary

• Define and elevate the creative vision for Topps.com, the digital hub for collectibles.

• Shape fan engagement across web, commerce, digital storytelling, and campaigns.

• Lead creative direction for product launches, go-to-market strategies, and lifecycle marketing initiatives.

• Collaborate with brand managers, product marketing, growth, and e-commerce teams to drive engagement and sales.

• Champion brand consistency and excellence across the digital ecosystem while exploring new design approaches.

📝 Enhancement Note: This role is positioned as a senior brand lead creative within the Fanatics Collectibles division, specifically for the Topps.com platform. The emphasis is on merging brand identity, product marketing, and user experience to create compelling digital experiences for sports collectors. The role requires a blend of strategic vision and hands-on execution in design.

📈 Primary Responsibilities

• Evolve the visual and verbal identity of Topps.com, including typography, tone, layout, motion, and logo usage.

• Own and maintain digital brand guidelines, ensuring consistent and creative application across all touchpoints.

• Lead the creative direction for feature launches, go-to-market campaigns, and lifecycle marketing efforts.

• Translate product features and value propositions into compelling narratives and visual assets.

• Develop comprehensive campaign toolkits, including launch pages, social content, promotional materials, and event assets.

• Support global brand teams by providing creative assets and ensuring localized brand consistency.

• Partner with Product Design to integrate brand elements into the user experience, enhancing onboarding, microcopy, and moments of delight.

• Design and refine brand-forward web surfaces such as marketing sites, blogs, and careers pages.

• Create design assets for internal company events, initiatives, and employer branding efforts.

• Develop polished B2B materials, including presentations and one-pagers, that reflect the brand's personality and professionalism.

• Champion design excellence and consistency across the entire Topps digital ecosystem.

📝 Enhancement Note: The responsibilities highlight a broad scope, covering brand evolution, campaign execution, product integration, web presence, internal branding, and sales enablement. The role requires a strong understanding of direct-to-consumer (DTC) and e-commerce brand building, with a focus on translating business objectives into creative strategies that resonate with the collectibles market.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's degree in Graphic Design, Visual Communications, Marketing, or a related field is typically expected for a Lead Designer role of this caliber.

Experience: 7+ years in design and creative direction, with a significant focus on consumer-facing digital experiences and e-commerce. 3+ years of experience specifically in leading and mentoring creative teams.

Required Skills:

• Expertise in digital brand building and crafting commerce-driven creative strategies.

• Proven ability to develop and scale brand architecture and comprehensive design systems.

• Strong track record of collaborating with cross-functional leaders and influencing executive stakeholders.

• Deep understanding of integrated design principles across digital, web, campaign, and experiential touchpoints.

• Proficiency in industry-standard design software, including Figma, Adobe Creative Suite (Photoshop, Illustrator, InDesign), and prototyping tools.

Preferred Skills:

• A robust portfolio showcasing exceptional digital brand work, e-commerce design, and compelling web design projects.

• Experience within the sports, entertainment, or consumer lifestyle brand sectors.

• Familiarity with direct-to-consumer (DTC) and e-commerce brand development best practices.

• Understanding of how to translate brand strategy into actionable design execution that drives collector engagement and sales.

📝 Enhancement Note: The qualifications emphasize a blend of strategic leadership, hands-on design expertise, and a proven ability to influence stakeholders. The preference for sports/entertainment experience and DTC/e-commerce familiarity suggests a need for candidates who understand the nuances of these industries and consumer behaviors.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio demonstrating a strong understanding of brand identity evolution and its application across digital platforms.

• Case studies showcasing successful digital brand building initiatives, with a clear articulation of strategy, execution, and measurable outcomes.

• Examples of e-commerce creative that drove engagement, conversion, and revenue growth.

• Demonstrations of web design projects that effectively communicate brand narratives and enhance user experience.

Process Documentation:

• Examples of how you have documented and communicated brand guidelines to ensure consistent application across teams and projects.

• Case studies detailing the process of translating product features or marketing objectives into creative campaign concepts and assets.

• Documentation illustrating collaboration workflows with cross-functional teams (e.g., Product, Marketing, E-commerce) to achieve shared goals.

• Showcase of how you have integrated brand personality into product experiences beyond traditional UI elements.

📝 Enhancement Note: For a Lead Designer role, the portfolio is critical. It should not only showcase aesthetic quality but also strategic thinking, process, and impact. Candidates should be prepared to walk through their design process, explain their decision-making, and quantify results where possible, especially concerning brand perception, engagement, and sales impact in e-commerce contexts.

💵 Compensation & Benefits

Salary Range:

• Los Angeles, CA: $140,000 - $175,000 USD per year

• New York, NY: $180,000 - $225,000 USD per year

Benefits:

• Comprehensive health, dental, and vision insurance.

• Retirement savings plans (e.g., 401(k) with company match).

• Paid time off, including vacation, sick leave, and holidays.

• Opportunities for professional development and continued learning.

• Employee discounts on Fanatics merchandise.

• Access to benefits information via dedicated portal: https://benefitsatfanatics.com/

Working Hours: Approximately 40 hours per week, with the expectation of flexibility to meet project deadlines and business needs, typical for a full-time, on-site role in creative leadership.

📝 Enhancement Note: The salary ranges provided are specific to Los Angeles and New York City, reflecting significant cost of living and market rate differences. The estimate for the base salary range is derived directly from the provided JSON data. The explanation for the US-based salary estimate considers the specified locations, experience level (5-10 years), and the seniority of a "Lead" position in a major metropolitan area. Benefits are generalized based on typical offerings for large companies in the US and the provided link to the Fanatics benefits portal.

🎯 Team & Company Context

🏢 Company Culture

Industry: Sports Merchandise, Collectibles, Digital Sports Platform, E-commerce. Fanatics is a major player in the digital sports platform space, integrating commerce, collectibles, and betting & gaming.

Company Size: Over 22,000 employees globally. This indicates a large, established organization with significant resources and structured processes, yet operating with the agility of a startup in its newer ventures like collectibles.

Founded: Fanatics was founded with the goal of building a leading global digital sports platform. Its expansion into collectibles leverages existing fan databases and partnerships.

Team Structure:

• The role reports to the VP Product Design, indicating a clear hierarchy within the design function.

• The "Topps.com" team suggests a dedicated unit focused on the digital commerce and engagement platform for this iconic brand.

Methodology:

• Data-Driven Creativity: The company emphasizes leveraging a database of over 100 million global sports fans to inform product development and marketing strategies.

• Agile Development: The culture is described as moving fast, with a startup mentality combined with the scale of a global platform, suggesting an agile and iterative approach to product and campaign development.

• Pragmatic Innovation: While chasing bold ideas, there's an emphasis on knowing when to simplify, sharpen, and ship, indicating a results-oriented and practical approach to creative execution.

Company Website: www.fanaticsinc.com/careers

📝 Enhancement Note: Fanatics Collectibles, through its acquisition of Topps, operates at the intersection of established sports entities and emerging digital platforms. The company culture prioritizes speed, scale, and a product-first mindset, aiming to revolutionize the fan experience in sports merchandise and collectibles. The "Lead Designer" role is crucial in translating this vision into tangible brand experiences.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior Lead position within the Brand & Creative function, equivalent to a Director or Senior Manager level in a typical organizational structure. It involves significant strategic responsibility, team leadership, and direct impact on brand perception and revenue generation through digital channels.

Reporting Structure: The role reports directly to the VP Product Design, providing a senior leadership connection and visibility. This suggests opportunities for strategic input and influence at a high level within the design organization.

Operations Impact: The Lead Designer's work will directly influence how millions of collectors engage with the Topps brand, impacting key business metrics such as website traffic, conversion rates, campaign engagement, and overall brand loyalty and value. Their creative vision is integral to the success of Topps.com as a primary sales and community platform.

Growth Opportunities:

• Leadership Development: Opportunity to build and mentor a creative team, honing leadership and people management skills within a high-growth environment.

• Strategic Influence: Potential to shape the overarching brand strategy and creative direction for a globally recognized collectibles brand, influencing product development and marketing initiatives.

• Industry Expertise: Deepen expertise in the sports, entertainment, and collectibles industries, particularly within the DTC and e-commerce landscape.

• Platform Evolution: Contribute to the reimagining and continuous improvement of the collector experience on a large-scale digital platform, with exclusive licensing deals providing unique creative challenges and opportunities.

📝 Enhancement Note: This role offers significant growth potential for a designer looking to move into a leadership position with tangible impact. The ability to shape a brand's digital presence for a massive audience in a rapidly evolving market like collectibles is a key differentiator for career advancement.

🌐 Work Environment

Office Type: On-site. The role is based in either Los Angeles or New York City, indicating a requirement for in-office presence.

Office Location(s): Los Angeles, CA, United States; New York, NY, United States. These are major metropolitan hubs, offering access to talent and industry networks.

Workspace Context:

• Collaborative Environment: The role requires close collaboration with various cross-functional teams, suggesting an open and communicative workspace designed to foster teamwork.

• Tools & Technology: Access to industry-standard design software (Figma, Adobe Creative Suite) and prototyping tools will be essential for daily tasks. The company likely provides robust technology infrastructure to support creative output.

• Team Interaction: Opportunities for daily interaction with other designers, brand managers, product teams, and marketing professionals, facilitating idea exchange and project alignment.

Work Schedule: Standard full-time hours (approximately 40 hours/week) are expected, with the inherent flexibility often required in creative roles to meet project timelines and campaign launches. The on-site nature suggests a structured work week within office hours, with potential for extended hours during peak periods.

📝 Enhancement Note: The on-site requirement in major cities like LA and NYC suggests a dynamic, collaborative office environment. Candidates should anticipate a workplace that values in-person interaction for ideation, feedback, and team cohesion, typical for creative leadership roles.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of resume and portfolio to assess qualifications, experience, and creative output.

• Portfolio Presentation: A key stage will likely involve presenting a curated portfolio to showcase design expertise, strategic thinking, and previous campaign successes. Be prepared to discuss your process, rationale, and impact.

• Cross-functional Interviews: Meetings with hiring managers (VP Product Design), brand managers, marketing leads, and potentially product managers to assess collaboration skills, strategic alignment, and cultural fit.

• Creative Challenge/Case Study: A potential exercise may be given to evaluate problem-solving skills, creative ideation, and ability to translate brand and business objectives into design solutions under timed conditions.

• Final Round: Discussions with senior leadership to finalize decisions.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest, most relevant projects that highlight digital brand building, e-commerce design, and campaign creative.

• Tell a Story: For each project, clearly articulate the problem, your role, the strategic approach, the design process, and the quantifiable results (e.g., increased engagement, conversion rates, brand perception).

• Showcase Process: Include wireframes, mood boards, user flows, and iterations to demonstrate your thinking and problem-solving approach.

• Highlight Brand Systems: If applicable, showcase your experience with developing or applying design systems and brand guidelines.

• Tailor to Topps: Emphasize projects that align with the sports, collectibles, and digital commerce space, demonstrating an understanding of the target audience.

Challenge Preparation:

• Understand the Brand: Thoroughly research Topps.com, Fanatics Collectibles, and the broader sports collectibles market. Analyze their current brand presence, target audience, and competitive landscape.

• Anticipate Creative Briefs: Prepare to tackle a hypothetical design brief related to a new product launch, campaign, or website feature. Focus on translating business goals into creative solutions.

• Practice Articulation: Be ready to clearly articulate your design decisions, defend your creative choices, and explain how your solutions align with business objectives and brand strategy.

• Focus on Impact: For any case study or challenge response, emphasize how your design will drive key metrics like collector engagement, sales, and brand loyalty.

📝 Enhancement Note: The application process will heavily weigh the portfolio. Candidates should prepare to articulate not just the visual output but the strategic thinking, process, and business impact behind their work. A deep understanding of the collectibles market and Fanatics' broader ecosystem will be advantageous.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI/UX design, prototyping, and collaboration on digital interfaces.

• Adobe Creative Suite: Including Photoshop for image editing and manipulation, Illustrator for vector graphics, and potentially InDesign for layout and brand collateral.

• Prototyping Tools: Beyond Figma's capabilities, familiarity with tools like InVision, Principle, or Adobe XD for creating interactive prototypes.

Analytics & Reporting:

• While not explicitly a design tool, understanding how to interpret data from analytics platforms (e.g., Google Analytics, Adobe Analytics) to inform design decisions and measure campaign effectiveness is crucial.

CRM & Automation:

• While direct CRM/automation tool usage might be limited for a designer, understanding how design outputs integrate with marketing automation platforms and CRM systems (e.g., for email campaigns, landing pages) is beneficial.

📝 Enhancement Note: Proficiency in Figma and the Adobe Creative Suite is non-negotiable. An understanding of how design impacts user experience and drives business outcomes within an e-commerce context, supported by data, is highly valued.

👥 Team Culture & Values

Operations Values:

• Speed & Urgency: Fanatics operates with a fast-paced, startup-like energy, emphasizing quick iteration and timely delivery without sacrificing craft.

• Scale & Adaptability: Designs must function across diverse platforms, audiences, and collector journeys while maintaining a consistent brand identity.

• Pragmatism & Boldness: A balance of pursuing ambitious creative ideas with the practical need to simplify, refine, and ship effectively.

• Product-First Focus: All design choices are tied directly to delivering collector value, building trust through clarity, creativity, and connection.

• Hands-On Execution: Leadership by doing; designers are expected to be actively involved in the creative process, from prototyping to pixel-perfect execution.

Collaboration Style:

• Cross-functional Integration: Close partnership with marketing, product, and e-commerce teams is fundamental. This requires clear communication, active listening, and a willingness to integrate diverse perspectives.

• Process Review & Feedback: A culture that encourages iterative design, with open feedback loops for continuous improvement and refinement of creative assets and strategies.

• Knowledge Sharing: A collaborative environment where designers share insights, best practices, and learnings to elevate the entire team's output.

📝 Enhancement Note: The team culture emphasizes a blend of creative innovation and operational efficiency. Designers are expected to be both strategic thinkers and diligent executors, working collaboratively to drive the brand's digital presence forward in a dynamic market.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Heritage with Digital Innovation: Evolving an iconic brand like Topps for a modern digital audience while retaining its collector appeal.

• Rapid Market Evolution: Staying ahead of trends in digital collectibles, e-commerce, and fan engagement in a fast-moving industry.

• Cross-Functional Alignment: Ensuring creative vision is consistently executed across multiple departments with potentially different priorities.

• Driving Measurable Impact: Demonstrating the direct correlation between creative execution and business outcomes (sales, engagement, brand loyalty) in a data-informed environment.

Learning & Development Opportunities:

• Advanced Design Skills: Opportunity to explore new design tools, techniques, and emerging trends in digital and brand design.

• Industry Immersion: Gain deep expertise in the sports, collectibles, and e-commerce industries, understanding collector psychology and market dynamics.

• Leadership Mentorship: Learn from senior leadership (VP Product Design) and gain practical experience in managing creative teams and strategic initiatives.

• Cross-functional Exposure: Develop a broader understanding of business operations, product development, and marketing strategies through close collaboration.

📝 Enhancement Note: This role presents opportunities to tackle significant challenges in brand modernization and digital transformation within a passionate collector community. The growth potential is substantial for individuals looking to expand their leadership and strategic design capabilities.

💡 Interview Preparation

Strategy Questions:

• "How would you approach evolving the visual and verbal identity of Topps.com to attract new collectors while retaining existing ones?" (Focus on balancing heritage with modern appeal, process for exploration, and stakeholder alignment.)

• "Describe a time you led a cross-functional team to launch a major digital campaign. What were the key challenges, how did you ensure brand consistency, and what was the outcome?" (Highlight collaboration, project management, and impact measurement.)

Company & Culture Questions:

• "What excites you about the sports collectibles market and the Topps brand specifically?" (Show research and genuine interest.)

• "How do you foster a collaborative and high-performing environment within a creative team, especially when working with non-design stakeholders?" (Discuss leadership style, communication, and conflict resolution.)

Portfolio Presentation Strategy:

• Structure for Impact: Organize your presentation logically, starting with an overview of your role and the project goals. Dedicate clear sections to strategy, process, execution, and results.

• Quantify Success: For each project, present key metrics (e.g., conversion rate lift, engagement increase, revenue growth, brand sentiment improvement) and explain how your design contributed to them.

• Showcase Process, Not Just Pixels: Walk through your design thinking, including initial research, sketches, wireframes, user testing (if applicable), and iterations. Explain why you made certain design choices.

• Engage and Converse: Treat it as a discussion rather than a lecture. Be prepared to answer questions about your decisions and adapt your presentation based on interviewer feedback.

• Connect to Topps: Explicitly draw parallels between your past work and the challenges and opportunities at Topps.com.

📝 Enhancement Note: Interview preparation should focus on demonstrating a blend of strategic vision, hands-on creative execution, leadership capability, and a data-informed approach to design. Candidates should be ready to articulate their process and impact clearly, using their portfolio as a tangible example.

📌 Application Steps

To apply for this Lead Designer, Brand and Creative position:

• Submit your application through the provided job portal link.

• Portfolio Customization: Ensure your portfolio is tailored to showcase relevant experience in digital brand building, e-commerce creative, and campaign design. Highlight projects that demonstrate your ability to evolve a brand's identity and drive engagement for consumer-facing digital products.

• Resume Optimization: Update your resume to clearly articulate your 7+ years of design and creative direction experience, emphasizing your leadership roles and accomplishments in digital and commerce-driven creative. Integrate keywords like "brand identity," "creative direction," "digital design," "e-commerce," "design systems," and "Figma."

• Interview Preparation: Practice presenting your portfolio, articulating your design process, and explaining the business impact of your work. Prepare to discuss your approach to leading creative teams and collaborating cross-functionally.

• Company Research: Thoroughly research Fanatics Collectibles, Topps.com, and the current state of the sports collectibles market. Understand their brand values, target audience, and strategic objectives to better align your responses during interviews.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.