About the Role

About the Role

We are seeking a Sr. Manager to own generative media and creative innovation for Gap Inc. This role sets the enterprise position on how AI-generated and AI-assisted imagery and video are created, governed and scaled across the company, and leads the innovation agenda for how creative work gets made, spanning design, marketing and communications and every brand within the portfolio. Generative media is the most visible and most reputationally exposed application of AI we have: it touches the work of our creative teams, the assets our customers see, and the standards our brands are held to. The ideal candidate will hold both the creative credibility to be trusted by those teams and the technical depth to determine what is actually possible, what is not yet reliable, and what is coming next.

You'll also carry the creative future for Gap Labs (innovation hub), looking further out than the current roadmap at where creative work, brand expression and customer experience are heading as the technology changes. That means running the experiments nobody has asked for yet, building the experiences that show the organization what is becoming possible, and bringing back what the industry is doing before it arrives here.

You'll be responsible for the generative media strategy, for maintaining the tooling we already run on and the partnerships behind it, and for keeping both current as the technology moves. That means knowing where our capability is genuinely production-ready and where it is not, holding our partners to what they have committed to, and setting the governance and quality standards that sit around the work. You'll work directly with our creative organization, our brand and marketing teams, and our external partners, running the experiments that establish what works before the organization commits, and translating what is possible into practices teams can actually adopt. This is a hands-on role that combines strategy, deep technical fluency in generative tooling, and the judgment to know where human creative direction must remain.

What You'll Do

• An experienced leader with 6+ years in product design, creative technology, content production or digital media, with at least 2 years focused on generative AI applied to image and video

• Someone with genuine fluency in the generative media landscape who tracks it continuously. You know what shipped this month, which models and tools hold up in production and which fall apart outside a demo, and you can tell the difference between a real capability shift and a release note

• Someone with a background in product design who understands how a product moves from concept through sketch, development and sample to the asset a customer finally sees, and where generative tooling genuinely helps in that process

• A credible partner to creative teams, able to earn the trust of designers, art directors and producers rather than being seen as the person automating their work

• A strategic thinker who can judge where our current capability holds up, where it does not, and what should change as the tooling moves

• A hands-on practitioner who builds and tests the work themselves, and who settles a question with a result rather than an opinion

• A clear-eyed judge of quality and risk, as deliberate about brand integrity, likeness, rights and provenance as about speed and cost

• An effective communicator who can make the case in writing and in the room, to a creative audience and a technical one

• Someone who teaches, explaining what new capability means and how to think about applying it, so the organization becomes more capable rather than more dependent

• A future-forward thinker who looks past the current roadmap, imagines what creative work and customer experience become as the technology shifts, and builds something that shows people rather than tells them

• A problem-solver who thrives in dynamic environments and can navigate ambiguity while driving programs forward

Who You Are

• Setting and defending an enterprise position on generative media capability and adoption

• Leading a creative innovation agenda, from future-facing exploration through experiment to adoption

• Deep hands-on fluency with generative image and video tooling, including model selection, prompting, fine-tuning and evaluation, and tracking the landscape as it moves
• Working knowledge of product design and development, and creative workflow redesign across asset creation, retouching and production

• Maintaining tooling and vendor partnerships, including holding partners to commitments and keeping capability current

• Quality, brand integrity and risk standards for generated content, including rights and likeness

• Exceptional written and visual communication for creative, technical and executive audiences

• Thought leadership and collaboration across the organization, teaching what the technology can do and how to think about applying it

Location Area

2F (San Francisco)

This position offers the opportunity to decide how a global apparel company creates its work in the generative era. You will set the standard across every brand, prove what is genuinely ready before we commit to it, and teach the organization how to think about a capability that is changing faster than anything else in our toolkit.