Head of Merchandising

Welcome to the Audi F1 Project.

Audi will be competing in the FIA Formula 1 World Championship from 2026.

The new team has two locations. Audi's Motorsport Competence Center in Neuburg (Germany) is considered one of the most modern of its kind in Europe. The Sauber Group's Formula 1 factory in Hinwil (Switzerland) is known for its innovative technologies and passion for racing. The Power Unit comes from Neuburg, while Hinwil is responsible for the development of the chassis and race operations. The planned takeover by AUDI AG turns two teams into a factory team – and you can be part of it.

What y ou need? The mindset of an athlete. If you are someone for whom giving up isn’t an option and limits are just something to be overcome, you can bringVorsprung durch Technik to Formula 1 with us.
Become part of this unique project and make motorsport history.

As the Head of Merchandise & Licensing for the Audi F1 Project, you will be crucial in shaping and overseeing our team’s apparel, merchandising and licensing initiatives. Reporting into the Marketing Director, you will lead on the team’s licensing and merchandise strategy, you will structure the programme and direct its implementation.

This role requires a hands-on approach and is a unique opportunity to be involved in shaping a new brand from the outset, playing a pivotal role in developing an exciting proposition which sets new standards through an innovative, uncompromising and energised approach.

Head of Merchandising & LicensingOur Team

Welcome to the Audi F1 Project.

Audi will be competing in the FIA Formula 1 World Championship from 2026.

The new team has two locations. Audi's Motorsport Competence Center in Neuburg (Germany) is considered one of the most modern of its kind in Europe. The Sauber Group's Formula 1 factory in Hinwil (Switzerland) is known for its innovative technologies and passion for racing. The Power Unit comes from Neuburg, while Hinwil is responsible for the development of the chassis and race operations. The planned takeover by AUDI AG turns two teams into a factory team – and you can be part of it.

What y ou need? The mindset of an athlete. If you are someone for whom giving up isn’t an option and limits are just something to be overcome, you can bringVorsprung durch Technik to Formula 1 with us.
Become part of this unique project and make motorsport history.

As the Head of Merchandise & Licensing for the Audi F1 Project, you will be crucial in shaping and overseeing our team’s apparel, merchandising and licensing initiatives. Reporting into the Marketing Director, you will lead on the team’s licensing and merchandise strategy, you will structure the programme and direct its implementation.

This role requires a hands-on approach and is a unique opportunity to be involved in shaping a new brand from the outset, playing a pivotal role in developing an exciting proposition which sets new standards through an innovative, uncompromising and energised approach.

• Lead the strategy, development and management of the entire merchandising collection, encompassing team wear, accessories and other branded products from initial concept through to market distribution
• Build and maintain relationships with apparel partners, suppliers and internal stakeholders to ensure products are of high quality and delivered on schedule
• Oversee and manage licensing agreements and partnerships to align with brand guidelines while maximizing revenue opportunities
• Oversee the delivery of new ranges of licensed retail products, including official team-wear
• Responsible for managing the end-to-end process of products; design, approval, legal, finance, product creation, operations, delivery, sale or dispatch of products
• Responsible for fulfilling all team and travel wear requirements for each F1 season; work with the official supplier to ensure that F1 team kit commitments are met and coordinate associated operations, processes and logistics across the year
• Manage relationships with existing official suppliers
• Scout and secure new licensing opportunities that resonate with the brand’s ethos and enhance its global appeal
• Propose and oversee long-term strategic development plans and pricing strategies to support financial target growth and sales
• Drive the promotion and sales maximization of merchandise through both online and offline channels.
• Work closely with the brand and marketing teams in development stages to ensure products align with the brand strategy
• Work collaboratively with the marketing, digital and sales teams to effectively promote merchandise and boost brand visibility
• Work collaboratively with the partnerships and live marketing teams to ensure partner expectations and objectives are met
• Research new e-commerce/distribution opportunities and collaborate with internal teams to facilitate the official sales platform
• Oversee inventory levels, forecast demand and streamline procurement processes to optimize stock management
• Manage logistics, freight and storage suppliers where applicable
• Stay updated with trends in sports merchandise, striving to differentiate ourselves from the competition
• Engage with fans and consumers to gather feedback and insights for product development
• Ensure that all merchandise aligns with safety standards and sustainability commitments
• Adhere to legal requirements related to merchandising, licensing and intellectual property rights
• Oversee contract negotiations, compliance and royalty management with new suppliers
• Lead and mentor junior staff contributing to the project

• Bachelor’s degree in Business Management, Marketing, Retail, Fashion, or a related field
• At least 6 years of experience in apparel merchandising, licensing, or a related area, with a proven track record in leadership roles
• Demonstrated ability in licensing negotiations and managing comprehensive contractual relationships
• Proven experience managing end-to-end supply chains and executing global licensing programmes
• Deep understanding of fashion trends, branding, materials, and production processes specific to sports merchandise
• Proficiency in e-commerce platforms and digital marketing for maximizing online sales and expanding the team’s digital presence
• Strong analytical skills to evaluate sales data and market trends to inform business decisions
• Excellent organizational and project management capabilities
• Outstanding communication and interpersonal skills
• Proficient in inventory management software and other relevant digital tools
• Full professional proficiency in German or English and a willingness to learn a basic level in the corresponding other language are prerequisites

We are an equal opportunity employer.
We celebrate diversity and are committed to creating an inclusive environment for all employees and expressly welcome applications from people with disabilities. We look forward to reviewing your application and having you join the team as part/or full-time employee in our pursuit of excellence in Formula 1.