General Manager - Own Brand

At THE ICONIC our mission is to deliver seamless and inspiring experiences for our customers and our people. We DREAM BIG through collaboration and innovation, and are supported to bring incredible ideas to life.

THE ICONIC is looking for a General Manager, Own Brand to lead one of our most strategic growth engines. This is a critical, high-impact role that will shape the future of our private label proposition across a multi-brand e-commerce platform (11 brands).

You’ll own the end-to-end strategy and performance of Own Brand, from customer-led product creation and range architecture to sourcing, inventory health, trading cadence, and go-to-market. If you thrive at the intersection of brand building, commercial performance, and operational excellence, this role is built for you.

What you’ll love about this role…

• Leading the Own Brand strategy & portfolio role (across 11 brands)
• Define the role of Own Brand within the 11-brand ecosystem (e.g., price gaps, trend speed, exclusivity, margin expansion, acquisition/retention).
• Set brand architecture: positioning, target segments, pricing ladders, and category focus areas.
• Full P&L ownership and commercial management
• Set and manage targets for growth, profitability, availability, and stock health.
• Range planning, merchandising & pricing
• Lead seasonal and in-season assortment planning aligned to customer demand and platform strategy.
• Build a clear assortment architecture (core vs trend; good/better/best; replenishment vs drops).
• Product creation (design/product development)
• Set the product vision and ensure a consistent, differentiated brand DNA.
• Sourcing, supplier strategy & production management
• Inventory, demand planning & operational excellence
• Partner with Planning to improve forecast accuracy, availability, turns, and sell-through.
• Quality, compliance & responsible sourcing - own product quality standards and testing; implement corrective actions with suppliers.
• Go-to-market, marketing & growth- build full-funnel growth plans with Marketing/Creative/CRM (acquisition, repeat, loyalty)
• Leadership & cross-functional influence
• Lead and develop teams across merchandising, product development, sourcing, and planning (direct and matrix).

What you will bring to this role… 

• Significant leadership experience in Own Brand/private label in e-commerce and/or multi-brand retail.
• Proven end-to-end P&L ownership, with a track record of improving margin and inventory efficiency.
• Strong capability in range planning, pricing, trading cadence, and inventory management.
• Demonstrated sourcing/production expertise: supplier negotiation, costing, critical path, compliance.
• Highly data-driven, using trading and customer insights to steer decisions at pace.
• Strong people leadership, able to deliver through cross-functional and matrix teams.
• Familiarity with PLM, forecasting tools, and e-commerce analytics stacks.
• Experience building Own Brand alongside a large external brand assortment (managing complementarity vs cannibalization)

Why you'll love THE ICONIC..

• Fun, collaborative and fast paced environment
• Stay energised using our discounted gym memberships
• Get your knowledge fix with our learning days and learning tools
• No matter what your style is, we have got you covered with our AMAZING staff discount and our famous sample sales!

Additional Information..

We are committed to providing reasonable arrangements to all individuals participating in our application and interview process, and while performing job functions. If you require any accommodations or adjustments prior to the submission of your application or throughout your interview process, please contact our Talent Acquisition team directly: [email protected]