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Vice President, Marketing (Americas)

Company: Vans
Location: Costa Mesa
Posted on: September 16, 2022

Job Description:

This leader is responsible for leading Americas Marketing encompassing strategic marketing planning and consumer engagement across all consumer touch points and sales channels in North America and South America. The position requires extensive experience in marketing across multiple sales channels with experience in both Wholesale and DTC and a proven track record of delivering innovative, digitally focused and high performing regional marketing strategies and tactical plans that both halo the brand and connect with youth culture.This position requires a strong understanding of brand strategy, creative, media, experiential / event marketing, digital / performance marketing and organic social / PR / influencer marketing. This leader is responsible for leading teams within a creative and entrepreneurial culture while concurrently ensuring investments deliver against budgets with effectiveness, efficiency and a strong MROI. Deep experience with media planning and execution is a requirement as is strong financial acumen to manage the complexity of a marketing and sales-enablement budget. This role will work in close partnership with the Americas functions and the Global Marketing organization, inclusive of Global Creative and Environmental Design.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 creative voyagers within our company and community. - For them, creativity is about the journey, not just the output. - Our mission is to empower everyone to use creativity to discover themselves. Our vision is to create a world where anyone can be their unique self.At Vans, our culture sets us apart and influences everything we do. We are driven by our five values: We have HEART - also referred to as the "Van Doren Spirit". - We are relentlessly CURIOUS about our consumers and the world around us. We are UNAPOLOGETICALLY AUTHENTIC and whole heartedly believe the most "Off the Wall" thing you can do is be yourself. - We are driven by a spirit of INGENUITY. - And we are passionate about local COMMUNITIES. - And most of all, we are a family that has fun together.At Vans we empower creative exploration and inspire youth culture through a commitment to inclusivity. We welcome anyone and everyone into our global family and proudly celebrate and 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.As of October 18, 2021, this position requires proof of being fully vaccinated for COVID-19 on the first day of employment, absent need for medical or religious accommodation or other exemption as allowed by state or local law. Further information provided during the recruitment process. How You Will Make a Difference What you will do:

  • Drive the regional marketing strategy by translating global marketing strategies into regional strategies and executions, emphasizing global consistency with local relevancy.
  • Manage the execution of cutting-edge marketing strategies from GTM hand off to launch rooted in strong brand management, market positioning, key messaging, advertising/media, trade events, web, social media and development of sales collateral representing all areas of the organization.
  • Partner closely with the Global Product and Marketing engines and with the Americas DTC team making certain our most important stories come to life the way Vans wants them to be told through physical and digital consumer touch points.
  • In partnership with the Americas commercial and product merchandising teams ensure all marketing activities are aligned through an integrated marketplace approach.
  • Lead the regional creative team in development of local work, adaptions of global storytelling where needed and the "made-for-channel" high volume of assets required for growth marketing - all driving strong product desire and brand affinity evoking emotional connections with target consumers, telling compelling stories and delivering on our larger Vans brand strategy.
  • Identify new market opportunities that can deliver significant revenue and margin growth including the development and implementation of go-to-market strategies.How you will do it:
    • In partnership with the General Manager of the Americas and the Global CMO, ensure the regional marketing strategy meets the needs of the Americas business. -
    • Focus on new consumer acquisition and driving loyalty and retention with Vans existing consumers. -
    • Work collaboratively with Global Marketing and regional teams to deliver the overarching brand goals while developing cross business marketing and sales/service opportunities in region.
    • Manage, develop and direct team of marketing professionals supporting the organization to ensure coordination of cross-functional activities and team alignment.
    • Build and manage to marketing budgets. Have extensive experience working with non-traditional and traditional media and proven history of managing complex budgets and delivering to the bottom line.What success looks like: Getting credit from our consumers, communities, and employees for creating a world that allows them to be their authentic self. - Ultimately your actions will impact our consumer in way that drives long term brand love and deep emotional connectivity for creating consumers who will be Vans fans for life. - The regional marketing team will be known for driving performance grounded in creativity through an Off the Wall mindset. - Your peers and the functions they lead, will want to partner with your organization because they think differently, drive results, make Vans a better place, and trust the intended outcomes of their collaboration all while having fun. - You will play a key role in developing the next generation of leaders across the global brand and VF. -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 SuccessYears of related Professional Experience: 15+ years
      • Years of Related Experience: Minimum 12+ years of increasingly responsible executive level experience
      • Marketing experience with multi-channel marketing, communications and industry-specific go-to-market experience
      • Cultural connectivity and organic connection to art, music, action sports and/or street culture a is a plusEducational 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: -
          • DTC, digital, and loyalty experience
          • Concept development for brand and product
          • Developing long and short-term brand strategy
          • Turning insights into action and driving results forward
          • Integrated marketing across Consumer Categories, Brand, Product, and Channel
          • Team and individual talent development
          • Ability to successfully navigate and influence a matrixed organization
          • Best in class communication skills
          • Budget management and marketing analytics acumen
          • Open to travel and keeping flexible global hours
            • What we will teach you:
              • What Vans Family and the Van Doren spirit mean
              • Vans culture and purpose
              • How to be successful at a global brand within VF
                • VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Persevere.What's in it For YouWe'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 CorporationVF 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 vfc.comWe just have one question. Are you in?Vaccine Requirement:Unless prohibited by applicable law, this position requires proof of being fully vaccinated for COVID-19 on the first day of employment, absent need for medical or religious accommodation or other exemption as allowed by state or local law. Further information will be provided during the recruitment process.R-20220902-0015

Keywords: Vans, Costa Mesa , Vice President, Marketing (Americas), Executive , Costa Mesa, California

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