The Role
The Sr. Director of Go-To-Market Strategy & Commercial Planning leads seasonal strategies to meet financial targets and customer growth, partners with key teams to drive alignment, and oversees performance management in omni-channel retail.
Summary Generated by Built In
About the RoleThe Go-To-Market Strategy & Commercial Planning role leads the development and orchestration of Athleta’s seasonal go-to-market strategy to deliver against financial targets, brand priorities, and customer growth goals. Reporting into the Marketing organization, this role serves as the strategic and operational hub that connects brand strategy, financial objectives, consumer insights, and commercial levers to ensure the business executes with clarity, rigor, and impact.
This leader owns the development of the cross-functional Seasonal Blueprint, translating brand priorities, category strategies, and market insights into a unified go-to-market strategy that drives demand across channels and customer touchpoints. In close partnership with Merchandising, Inventory Management, Finance, Digital, and Retail teams, this role ensures alignment on the commercial plan, demand-driving moments, and the end-to-end omni channel customer journey.
A critical component of the role is overseeing the health and growth of Athleta’s customer file, ensuring the business is acquiring, engaging, and retaining customers in line with enterprise growth objectives. The role partners closely with marketing, site, analytics, and loyalty teams to monitor customer performance and translate insights into strategies and tactics that drive
sustainable customer growth.
This leader also oversees in-season business performance management—tracking results against key GTM and commercial KPIs, identifying risks and opportunities, and mobilizing cross-functional teams to adjust strategies and execution as needed. Through strong governance, communication, and operational discipline, the Senior Director ensures the organization remains
aligned and accountable to delivering impactful seasonal plans and business results.What You'll DoWho You Are
This leader owns the development of the cross-functional Seasonal Blueprint, translating brand priorities, category strategies, and market insights into a unified go-to-market strategy that drives demand across channels and customer touchpoints. In close partnership with Merchandising, Inventory Management, Finance, Digital, and Retail teams, this role ensures alignment on the commercial plan, demand-driving moments, and the end-to-end omni channel customer journey.
A critical component of the role is overseeing the health and growth of Athleta’s customer file, ensuring the business is acquiring, engaging, and retaining customers in line with enterprise growth objectives. The role partners closely with marketing, site, analytics, and loyalty teams to monitor customer performance and translate insights into strategies and tactics that drive
sustainable customer growth.
This leader also oversees in-season business performance management—tracking results against key GTM and commercial KPIs, identifying risks and opportunities, and mobilizing cross-functional teams to adjust strategies and execution as needed. Through strong governance, communication, and operational discipline, the Senior Director ensures the organization remains
aligned and accountable to delivering impactful seasonal plans and business results.What You'll Do
- Seasonal GTM Strategy & Planning
- Ensuring alignment seasonal go-to-market strategy Lead the development of Athleta’s cross financial targets, brand priorities, and customer objectives.
- Defining key Seasonal Blueprint Own the creation and cross-functional alignment of the demand drivers, product priorities, storytelling moments, and commercial opportunities.
- Translate brand strategy, category plans, consumer insights, and macro trends into seasonal priorities and strategic direction.
- Ensure alignment between design and merchandising strategies, marketing storytelling, and commercial priorities to deliver a cohesive market approach.
- Commercial Strategy & Promotional Planning, including promotional strategy, demand-driving enterprise commercial plan Own the moments, and revenue-driving tactics.
- Partner with Finance, IM, Merchandising, and Integrated Marketing to ensure commercial strategies support revenue, margin, and inventory productivity goals.
- Establish promotional guardrails and decision frameworks that enable effective demand generation.
- Ensure marketing and promotional activities are strategically aligned to maximize both short-term performance and long-term brand equity.
- Customer Growth & File Strategy
- Provide strategic oversight of Athleta’s customer file performance and growth, ensuring alignment with enterprise customer acquisition, retention, and engagement goals.
- Partner with Marketing, Strategy, Customer Analytics, Site and Product teams
- Partnering closely with Strategy and Customer D/A leads to translate customer insights and cohort performance data into actionable strategies and tactical adjustments across marketing, promotional, and channel activation.
- Identify risks and opportunities within the customer file and mobilize cross-functional teams to adjust strategies to drive sustainable customer growth.
- In-Season Business Performance Management
- Monitor performance against key GTM, commercial, and customer KPIs, ensuring visibility into drivers of demand and business performance.
- Identify emerging risks and opportunities and lead cross-functional action planning to course-correct performance.
- Partner with analytics and planning teams to translate performance insights into clear business recommendations and strategic decisions.
- Cross-Functional Governance & Readiness
- Serve as the central orchestrator across Marketing, Merchandising, Inventory
Planning, Finance, Digital, and Retail to ensure coordinated execution of seasonal
priorities; including acquisition, weekly and monthly performance against customer KPIs - retention, reactivation, and lifetime value. - Leadership Team Integrated Business Provide regular readiness updates in
- Establish operating rhythms and communication frameworks that ensure clarity,
alignment, and disciplined execution across teams - Ensure strong cross-functional communication cascades to maintain alignment across all consumer touchpoints and channels.
- Leadership Scope
- Enterprise ownership of the seasonal GTM planning framework
- Significant cross-functional influence across Marketing, Merchandising, Planning,
Finance, Digital, and Retail - Regular engagement with senior leadership and executive stakeholders
- Ownership of key business planning forums and performance governance processes meetings to review performance, identify risks and opportunity gaps, Assessment (IBA) and drive cross-functional accountability.
- 12–15+ years of experience in strategy, commercial planning, brand marketing,
- merchandising strategy, or business operations
- Experience leading enterprise-level planning or go-to-market processes
- Strong Background in omni-channel retail, apparel, or consumer brands
- Proven ability to translate data, insights, and financial targets into direction
- Demonstrated success driving cross-functional alignment and operational rigor
- Exceptional executive communication, influence, and stakeholder leadership skills
Skills Required
- 12-15+ years of experience in strategy, commercial planning, brand marketing, merchandising strategy, or business operations
- Experience leading enterprise-level planning or go-to-market processes
- Strong background in omni-channel retail, apparel, or consumer brands
- Proven ability to translate data, insights, and financial targets into direction
- Demonstrated success driving cross-functional alignment and operational rigor
- Exceptional executive communication, influence, and stakeholder leadership skills
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The Company
What We Do
In 1969, Don and Doris Fisher opened the first Gap store on Ocean Avenue in San Francisco. They wanted to make it easier to find a great pair of jeans, and they did. Their denim and records store was a hit, and it grew to become one of the world’s most iconic brands. Today we’re represented in more than 1400 stores in over 40 countries, and online. We have headquarters in New York, London, Shanghai, Tokyo, and, of course, San Francisco. Our unique aesthetic is optimistic cool, elevated American style. Our clothes are crafted with care, with focused attention to thoughtful design. We believe in staying true to our heritage while creating what’s next. Don and Doris Fisher always wanted to “do more than sell clothes.” They wanted to support the people who ran their company, to be active in their communities, and to have a positive impact on the world. Their vision helped transform retail, and we’re still following their lead. We stand for freedom and possibility for all; we champion diverse ideas that transcend generations, geographies and genders.
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