(VP) Commercial Director, Dance & Entertainment Brands

Brooklyn Sports & Entertainment (BSE) creates bold, authentic, and unforgettable experiences that redefine sports, entertainment, and hospitality, The Brooklyn Way. As the parent company of marquee properties including the Brooklyn Nets, NY Liberty and Barclays Center, BSE operates at the intersection of live entertainment, premium hospitality, and community engagement.   

As it expands its existing portfolio, BSE now includes a media portfolio including Type.Set.Brooklyn and BK Mag, as well as Brooklyn Wine Club, and a hospitality business developing several location-based entertainment properties.   

Whether on the court, on stage, or in the workplace, BSE is driven by a pursuit of excellence—constantly evolving, innovating, and pushing boundaries to elevate its business and expand its fan base. The company is deeply committed to fostering a culture of belonging and inclusion, both internally and across its communities, ensuring that every interaction reflects its values of growth mindset, integrity, accountability and care.  

We are guided by our core values: 

• Integrity: Be intellectually honest at all times. Demonstrate the highest professional and ethical standards.
• Care: Care for everything and everyone around us. Practice empathy, respect, and inclusion to promote an environment of excellence and success.
• Growth Mindset: Develop ourselves and those around us. Experiment, learn, and improve from everything we do.
• Accountability: Deliver on our word, take responsibility for our actions, and work in the interest of our team. 

SUMMARY

The (VP) Commercial Director, Dance & Entertainment Brands will be responsible for unlocking and optimizing the commercial potential of the performers for the New York Liberty, inclusive of team mascot, Ellie, and the Brooklyn Nets entertainment teams. The role will be oversee the development of a comprehensive licensing strategy, identifying and negotiating strategic partnerships & collaborations, expanding media and content opportunities (e.g., books, animation, digital content) and launching new consumer products.

For Ellie, this individual will be tasked with transforming a highly visible and culturally resonant mascot into a powerful, revenue-generating brand. The individual will ultimately be challenged with assessing additional opportunities for BSE and crafting a long-term roadmap to expand commercially into different dance and entertainment verticals. This role calls for a deep understanding of intellectual property development, brand building and licensing, and has demonstrated the ability to translate emerging IP into scalable, commercial entities.

WHAT YOU WILL DO:

• Develop and execute a comprehensive business plan to commercialize Ellie across the consumer products, media, retail, children’s content, and experiential categories
• Craft a commercial plan for additional Nets and Liberty performance teams and identify opportunities to extend BSE’s footprint in dance and performance entertainment
• Lead end-to-end licensing strategy for the IP, including evaluation of categories, partner selection, negotiation of deals, and management of ongoing relationships
• Identify and build high-value strategic partnerships across publishing, entertainment, retail, CPG, and/or digital media to grow our brands and reach target audiences
• Oversee the development and commercialization of consumer product lines (e.g., apparel, toys, collectibles) in collaboration with internal Merchandising and Marketing teams
• Drive the creation of original content including animated series, digital shorts and/or social-first storytelling, in partnership with content creators and studios
• Serve as the primary liaison to the Liberty brand to steward Ellie’s identity, voice & positioning across all commercial expressions, ensuring consistency and resonance
• Partner with internal and NBA/WNBA legal & brand teams to manage contracts, protect IP, and enforce brand guidelines across all licensing and partnership agreements
• Collaborate cross-functionally with Marketing, Community Relations, Merchandising, and Partnerships to fully integrate mascot and performer activations across platforms
• Lead market research and consumer insight efforts to assess performance and guide content, product, and partn