The General Manager- Sunnie is a senior leadership role responsible for the strategic and commercial strategy and day-to-day leadership of a fast-growing Gen Z brand, Sunnie. This executive will serve as the primary architect and operator of business growth, brand strategy, product expansion, licensing and long-term value creation across all brand touchpoints.

This role requires a proven commercial and brand builder with deep marketing and commercial strategy expertise, strong operational rigor, and the ability to move quickly in startup-style environments while building scalable, durable businesses. The General Manager- Sunnie will own P&L oversight & performance, lead cross-functional teams, develop and execute a multi-channel commercial plan, identify, negotiate and close strategic partnerships (platforms, retailers, talent, co-branded products) that expand reach and monetization, and drive integrated brand, product, licensing, and marketing & press strategies. They will proactively build new partnership structures, new GTMs, and new monetization channels with an emphasis on rapid expansion through innovation, new models, and deep connectivity within a talent-led approach.

Key Responsibilities

Operations & Financial Leadership

• Own P&L management of Sunnie, including revenue growth, operating expense management, forecasting, and margin optimization
• Direct organizational focus around strategic and operational priority areas
• Own and execute Sunnie’s strategic plan, including long range planning and budgeting
• Build and scale operational infrastructure to support growth while maintaining agility
• Establish clear KPIs, performance metrics, and operating rhythms across teams

Brand Leadership

• Own the holistic brand strategy across Sunnie ensuring strong GTM positioning, cultural relevance, and long-term brand equity
• Oversee brand architecture, narrative, and visual identity across all consumer touchpoints - guiding our content & editorial endeavors with a hyper focus on the evolving technological landscape
• Direct press and communications strategy in partnership with internal and external PR teams, including launch moments, brand milestones, and thought leadership
• Build and execute key talent relationships and integrations to expand and scale the Sunnie brand

New Ventures & Business Development

• Identify, incubate, and scale new consumer-facing ventures aligned with the company’s mission and growth priorities. Expertise in talent-led brand and business is a must
• Evaluate and broker new business opportunities, partnerships, and acquisitions with a focus on long-term strategic and financial impact
• Build operating models and go-to-market strategies for new initiatives from concept through scale - with specific focus on YouTube, podcast, live events / experiential, and licensing opportunities

Product Development & Licensing

• Oversee new product development across categories, including roadmap definition, lifecycle management, and launch strategy
• Oversee cross-categorical licensing strategy, including partner identification, deal structure, royalty frameworks, and long-term partner management
• Ensure product and licensing initiatives reinforce brand values while driving meaningful revenue growth

Growth & Audience Development

• Oversee audience development strategy, including organic & paid growth strategies, brand campaigns, content, experiential, and partnerships
• Ensure alignment across marketing, social, community, experiential, and commerce teams to drive cohesive execution
• Balance near-term growth initiatives with long-term brand and audience development

People & Culture Leadership

• Lead, mentor, and scale high-performing, cross-functional teams across brand, marketing, product, licensing, and operations
• Foster a fast-moving, entrepreneurial culture that values creativity, accountability, and execution
• Serve as a senior leader and thought partner to executive leadership

• 15+ years of experience in brand building, consumer businesses, media, lifestyle, or adjacent industries
• Demonstrated success operating in startup or high-growth environments
• Proven experience managing a P&L and leading complex, multi-revenue-stream businesses
• Deep expertise in Gen Z audience segment, entertainment industry, and talent-led environments
• Ability to effectively and strategically leverage and manage partners to drive impact and scale
• Significant experience in product development and licensing, including partner negotiations and long-term deal structures
• Strong strategic thinker with the ability to execute quickly and decisively, turning ideas into reality
• Exceptional leadership, communication, and cross-functional collaboration skills

Ideal Profile

• A builder who thrives at the intersection of culture, content, and commerce
• Comfortable moving fast while maintaining a long-term lens on value creation
• Equally fluent in creative vision, operational execution, and financial discipline
• Trusted leader capable of inspiring teams and representing the portfolio externally
• Hands-on leadership style, achieving outsized results with creative resourcefulness

This position offers an estimated base salary range of 250,000-325,000.

Benefits include:

• Comprehensive Health Care Plan (Medical, Dental & Vision)
• Retirement Plan options (401k, IRA)
• Life Insurance (Basic, Voluntary & AD&D)
• Generous Paid Time Off (Vacation, Sick & Public Holidays)
• Family Leave for Maternity and Paternity needs
• Short-Term and Long-Term Disability Coverage

At Hello Sunshine, we want team members with diverse and distinctive voices, dedicated to the mission of changing the narrative for women. Hello Sunshine is an equal opportunity employer, committed to providing employment opportunities regardless of race, religious creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, pregnancy, childbirth and breastfeeding, age, sexual orientation, military or veteran status, or any other protected classification, in accordance with applicable federal, state, and local laws.