About The Role

: We are seeking a highly strategic and collaborative Director of Merchandising to lead category strategy from concept through go-to-market execution. This role will play a critical role in shaping the product assortment, identifying whitespace opportunities, and building commercially successful product strategies across a growing multi-category business. The ideal candidate has deep expertise in assortment strategy within a fast-growing, multi-channel DTC brand and possesses a strong balance of analytical rigor, consumer intuition, and cross-functional leadership.

This role requires a highly proactive and entrepreneurial mindset, with the ability to influence senior leadership, build alignment across teams, and operate effectively in a dynamic growth environment.

Responsibilities

Category Strategy Assortment Planning Partner with the Head of Product Merchandising to define the assortment strategy across multiple product categories, identifying opportunities for growth, innovation, and building customer LTV. Build and maintain line plans that support balanced assortments across key classifications, price points, and customer segments. Product Creation Commercialization Partner closely with Design and Product Development to ideate and develop new product opportunities, tied directly to assortment strategy and strategic growth plans.

Requirements

Establish retail pricing strategies and margin architecture across new product initiatives. Ensure all product specifications, merchandising details, and assortment data are accurately created and maintained within systems and development tools. Keep a finger on the cultural pulse and competitive landscape.

Translate trends and white space opportunities with a Lola lens rather than chasing or copying them. Business Planning Opportunity Sizing Partner with Finance and Planning to evaluate and size new product opportunities and growth initiatives. Utilize sales data, customer insights, and market trends to inform assortment decisions and investment priorities.

Develop category hindsight and forward-looking recommendations to optimize productivity and inventory efficiency. Go-to-Market Leadership Partner with Brand Marketing, Performance Marketing, and Operations to develop comprehensive go-to-market strategies for product launches and seasonal drops. Ensure alignment between product storytelling, launch timing, inventory readiness, and marketing objectives.

Support campaign planning with compelling product narratives and assortment positioning. Performance Analysis Lifecycle Management Analyze product performance post-launch, evaluating success against financial and customer metrics. Identify opportunities to accelerate performance through pricing actions, marketing support, product refinements, or lifecycle management strategies.

Present category insights and recommendations to senior leadership on a regular basis. Cross-Functional Leadership Serve as a highly collaborative partner across Product, Design, Finance, Planning, Marketing, Operations, and Executive Leadership teams. Build alignment and consensus across stakeholders while balancing creative vision, operational realities, and financial objectives.

Mentor and influence cross-functional teams through strong communication, organization, and leadership presence. Based full-time in New York City, working in-person from the Lola Blankets office. Willingness and ability to travel domestically and internationally as needed — mills, factories, trade shows, and partner meetings.

Qualifications

7+ years of merchandising experience leading categories at a fast-growing, multi-category, multi-channel DTC brand. Proven track record developing and scaling commercially successful product assortments.