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Vans Global Public Relations Manager

Company: VFC
Location: Costa Mesa
Posted on: November 16, 2021

Job Description:

Job Ad

Join the Vans Family

Vans-- is the original action sports footwear company, rooted in authenticity and creativity. Founded in 1966, we have thrived on a legacy of impacting our greater community through four pillars: action sports, music, art and street culture. We are constantly inspired by the expressive creators within our company and community as they bring new and innovative perspectives to shape and transform the future of our business.

At Vans, our culture sets us apart and influences everything we do. We are driven by our five values: We are Determined. We are Connected to our consumers and to each other. We are Inclusive. We are Expressive and Fun. Most of all, we are a family.

Our purpose to enable creative expression and inspire youth culture is fostered through our inclusivity. We welcome anyone and everyone into our global family and proudly celebrate an environment where individuality is embraced, equal opportunities thrive, and everyone is empowered to reach their greatest potential.

By joining our family, you will be immersed in an environment of incredibly supportive and collaborative people. We work hard across a multitude of initiatives to bring the Van Doren Spirit to life. We live for what we do.

Manager, Global Brand Communications, Public Relations

As Manager, Global Brand Communications, you will integrate global communications strategies, cultural connectivity, and your intrinsic knowledge of the fashion, lifestyle and action sports market to amplify Vans' brand and product initiatives.

With the goal to drive strategic global business objectives, your inclusive, culture-driven communications approach will leverage Vans' authentic heritage to further elevate the brand's reputation as the global icon for creative expression by engaging the industry's most influential audiences, including top international media outlets, influencers, key opinion leaders, celebrities, digital community forums and Vans' extended networks.

In partnership with Product, Brand and Sports Marketing, Creative, regional Marketing teams, and external partners, you will support the global PR team to develop meaningful brand and product storytelling through media and seasonal campaigns.

As the Manager, Global Brand Communications, your role will educate and empower global and regional teams within the organization to execute innovative communications strategies that will successfully drive brand heat, attract new consumers, convert new buyers into loyalists and reward our most faithful.

It is crucial that your approach is inclusive, and your unique voice thrives alongside multi-cultural perspectives. If you choose to join the Vans Family, you must share our vision of progressing global youth culture by empowering creative expression worldwide.

How You Will Make a Difference

What you will do:

1. Manage the global development and execution of communications strategies for brand platforms and product campaigns to successfully drive brand affinity, fuel consumer demand and strengthen our connection with consumers through earned storytelling, product seeding and media engagement.

2. Partner with global product, marketing and creative leads to develop an integrated go-to-market PR strategy for lifestyle and action sports campaigns, including developing an impactful consumer journey that implements key comms. tactics.

3. Employ impactful and engaging consumer insights, research and data to inform Vans' brand communications to further drive aspiration and demand for the brand in a fast-paced, evolving digital marketplace. Achieve business objectives by delivering progressive and actionable key metrics reporting and KPIs to increase media impressions and consumer engagement seasonally.

How you will do it:

1. Develop robust global GTM communications strategy for brand and product initiatives with the integration of PR tactics that support the launch of global campaigns such as Vans' Classics line, men's and women's apparel collections, licensing collaborations, brand platforms and impact initiatives.

2. Support the Global PR team across diverse category product campaigns by maximizing opportunities for media engagement, product seeding, key opinion leader and influencer marketing, content creation, and agency partnerships.

3. Deliver success through implementing consumer insights and measurable ROI tracking for PR initiatives to further amplify investment and support seasonal brand initiatives.

What success looks like:

1. You will develop a seasonal integrated global communications strategy for brand platforms, lifestyle and action sports product campaigns that yield increased media exposure and impressions in the most influential publications and audiences in our industry, record-setting engagement in digital media editorial, and establish fruitful relationships with partners, collaborators and media.

2. Your team's work will further elevate our brand reputation and confidence in product offerings to target audiences, driving awareness through PR and earned media channels, and creating demand, influence, and affinity for Vans amongst top-tier celebrities and influencers.

3. With your strong point of view on consumer insights, current media landscape, and digital community trends, you will develop and enrich the seasonal GTM and consumer journey development for product campaigns and provide innovative strategic direction for global and regional counterparts with actionable metrics.

Free To Be, Inclusion & Diversity

As a purpose-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness, and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success

Years of Related Professional Experience: 5+ years of experience within Brand Communications, Global Product Marketing, PR or related experience in marketing strategy, digital communications, Influencer or Energy-based marketing.

Educational Position Requirements:

A formal education and subsequent undergraduate/graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.

What we expect you already know:

1. Must have passion for and deep understanding of PR, digital communications, and social media-preferred to be an avid user of social media platforms and demonstrate expert knowledge of network engagement and industry case studies.

2. Excellent knowledge and personal affinity for global sneaker culture, fashion, action sports, art, design, and the Vans brand.

3. Must be aware of media contacts and influencers that are relevant to the brand and can be engaged to help tell the Vans story.

4. Strategic mindset and ability to understand, assess & problem solve; has real experience managing complex projects, programs and activations that require strong leadership to align multiple teams and stakeholders.

5. Proficient computer skills, Microsoft Office, Keynote, Mac, Excel, Google/Cloud platforms, etc.

What we will teach you:

1. Confident in leading communication throughout all levels of the organization, including senior leadership. Works collaboratively across various strategic and executional teams, global and regional.

2. Superior interpersonal skills including reliable verbal and written communication skills

3. Detail-oriented, meticulous, and able to multi-task; can demonstrate leadership ability, including the ability to motivate others within a work group

4. Ability to work independently with minimal supervision and acquire new knowledge as necessary for tasks or projects

VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Preserve.

What's in it For You

We're in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That's why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we're the total package. Go to and click on "Looking to Join VF?" to learn more.

Our Parent Company, VF Corporation

VF is one of the world's largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish through our family of iconic outdoor, active and workwear brands. At the heart of our journey lies our company-wide purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. It's the reason we come to work every day. It's a commitment shared by our global associates across all brands. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at

We just have one question. Are you in?

Keywords: VFC, Costa Mesa , Vans Global Public Relations Manager, Executive , Costa Mesa, California

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