VP, Wholesale, Consumer Products & Partner Operated

At Build-A-Bear we believe in the power of imagination, creativity, and memorable experiences. Our mission is to add a little more heart to life by creating unique experiences, lasting connections, and beloved memories that create lasting emotional connections. We are a multi-channel, site-based experience and entertainment company, with diversified categories and consumer segments. We are seeking a highly experienced and strategic VP, Wholesale, Consumer Products, & Partner Operated to join our dynamic team.

The Vice President, Wholesale, Consumer Products, & Partner Operated (Retail) is a commercial leader responsible for driving category growth, optimizing omnichannel strategies, and deepening partnerships across retail platforms. This role will oversee all non-direct-to-consumer channels – ensuring brand consistency, operational excellence, and category leadership in both owned and partner-operated environments.

Responsibilities :

• Lead integrated business strategies across wholesale distribution, consumer products, and third-party retail partnerships to drive brand visibility and revenue
• Oversee execution across brick-and-mortar, shop-in-shop, and partner-managed retail footprints – aligning brand standards, merchandising, and customer experience
• Collaborate with Product, Merchandising, and Supply Chain to align inventory planning with sell-through trends and seasonal assortment strategies
• Build strong retail partner relationships through joint business planning, category management, and store-level performance insights
• Monitor market dynamics and consumer behaviors to inform pricing, promotions, and channel expansion strategies
• Integrate digital commerce into physical retail environments, ensuring a cohesive omnichannel journey and data-driven decision-making
• Drive continuous improvement in channel operations, while cultivating a high-performing, agile team culture
• Champion innovation in product packaging, retail merchandising, and value-added services to elevate the consumer experience

Required Qualifications :

P referred Qualifications :

Behavioral Traits for Success :

Working Environment :

Your Performance Will Be Measured On :

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following.