LIZ MCNULTY

Leader in Consumer Product Brands, Licensing & Strategic Collaborations

San Francisco, CA | LinkedIn | 515-577-6742 | Elizabeth.M.McNulty@gmail.com

EXECUTIVE SUMMARY

Strategic and visionary global brand and product leader with over 15 years of progressive experience driving transformative growth, building culturally relevant brand strategies, and leading high-impact collaborations. Proven track record of elevating brand equity, accelerating go-to-market innovation, and forging strategic partnerships across sports, fashion, luxury, and entertainment. Skilled at navigating cross-functional global teams, maximizing ROI, and translating insights into compelling brand narratives that connect with consumers worldwide.

 

PROFESSIONAL EXPERIENCE

Senior Global Brand Product Manager – Collaborations

Wilson Sporting Goods Company – Chicago, IL

June 2019 – November 2024

  • Led the vision and execution of Wilson’s global brand collaboration strategy, managing iconic partnerships that elevated the brand’s cultural relevance and commercial impact across key markets.

  • Directed cross-functional global teams across product development, brand marketing, and GTM execution for luxury and high-profile global partnerships (e.g., Louis Vuitton, YSL, Tiffany & Co., The Weeknd, Off-White, Tom Brady/TB12, Kith).

  • Delivered consistent brand growth through strategic positioning, product storytelling, and data-driven roadmaps aligned to 12–36-month launch windows.

  • Owned strategic brief development for all collaborations—defined pricing, packaging, audience segmentation, and product lifecycle goals.

  • Partnered with executive stakeholders and creative agencies to ensure global alignment across marketing, retail, social, PR, and experiential channels.

  • Oversaw brand activation efforts across team partnerships (NFL, NBA, WNBA, NCAA), reinforcing Wilson’s authority and authenticity in sport.

  • Managed and supported budgets, consistently exceeding ROI and brand equity KPIs.

 

Global Product Line Manager – Licensing & Strategic Partnerships

Wilson Sporting Goods Company – Chicago, IL

June 2017 – June 2019

  • Shaped the long-term product strategy and GTM success of Wilson’s licensed products portfolio and key sports partnerships.

  • Spearheaded the product lifecycle for 1,500+ SKUs annually across NFL, Disney, NCAA.

  • Led partnership alignment and contract deliverables with team stakeholders and licensees to deliver compelling, relevant seasonal assortments.

  • Optimized category-level margin targets through pricing strategies, channel segmentation, and innovation roadmaps.

 

 Global Brand Manager – Licensing & Partnerships

Wilson Sporting Goods Company – Chicago, IL

June 2016 – June 2017

  • Defined and executed Wilson’s 360-degree brand marketing strategy for licensed and partnership categories, focusing on storytelling and fan engagement.

  • Developed consumer-first integrated marketing plans—PR, digital, experiential, and influencer campaigns.

  • Provided strategic direction to internal creative teams and external agencies for global asset development.

  • Partnered with commercial teams to align brand moments with retail and ecommerce initiatives.

 

Global Product Line Manager – American Football          

Wilson Sporting Goods Company – Chicago, IL

June 2013 – June 2016

  • Owned the global roadmap and strategic planning for core football product categories, ensuring alignment with league and licensing partners.

  • Managed the full product creation cycle including forecasting, pricing, and merchandising.

  • Led special projects for NFL executive staff and major events (e.g., Super Bowl, Pro Bowl, International Series).

  • Delivered impactful league-driven activations and marketing campaigns across NCAA, NFL, and IMG channels.

 

Marketing Assistant – American Football                          

Wilson Sporting Goods Company – Chicago, IL

October 2011 – June 2013

  • Supported marketing operations, experiential events, and social media initiatives for Wilson Football.

 

Global Corporate Concierge                                                

Wilson Sporting Goods Company – Chicago, IL

October 2008 – October 2011

  • Supported brand communications, sponsorships, and internal events.

EDUCATION

Drake University – Des Moines, IA

Bachelor of Arts in Advertising Management & Marketing

Scholarships: Presidential Scholar, NCAA Volleyball Athlete & Team Captain

 

CORE COMPETENCIES EDUCATION

  • Global Product & Brand Strategy

  • Strategic Partnerships & Licensing

  • Cross-Functional Team Leadership

  • Brand Elevation through Collaborations & Partnerships

  • Consumer Insights & Trend Forecasting

  • Integrated Go-to-Market Planning

  • Budget Management & ROI Optimization

  • Brand Storytelling & 360 Campaign Development