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Vans Public Relations Senior Manager (Special Projects)

Company: VF Corporation
Location: Costa Mesa
Posted on: June 12, 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.

Senior Manager, Global Public Relations (Special Projects)

As Senior Manager, Global Brand Communications, Special Projects, you will integrate global communications strategies, cultural connectivity, and your intrinsic knowledge of the fashion, streetwear, and action sports markets to amplify Vans' pinnacle product stories, energy collections and special projects.

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, key accounts, influencers, key opinion leaders, celebrities, digital community forums and extended Vans networks.

In partnership with Product, Brand and Sports Marketing, Creative, regional Marketing teams as well as external partners, you will oversee the global execution of PR and digital media strategies for Energy and Pinnacle product stories by developing a comprehensive consumer journey cadence for seasonal campaigns across all integral communication touch-points, in addition to supporting the development of Vans' digital approach to Energy storytelling.

As the Senior Manager, Global Brand Communications, Special Projects, 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:

  • Lead the global development and execution of communications strategies for Energy and Special Projects product campaigns to successfully drive brand affinity, fuel consumer demand and strengthen our connection with consumers through earned media, social media and influencer content.
  • Partner with global product, marketing and creative leads to develop a cross-channel, go-to-market PR strategy for energy and special projects, including the creation of a cohesive consumer journey that implements key comms. tactics per channel and delivers on key success measures and impressions per category and seasonal cadence.
  • Implement impactful and engaging consumer insights, research and data to inform Vans' Energy and Pinnacle product 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:

  • Develop a comprehensive global communication strategy for energy and special projects with a robust integration of tactics across PR, Social, and Influencer marketing to strategically launch a weekly cadence of global and regional campaigns that include partner collaborations, limited releases, quick-strikes, special make ups, key account drops, and the brand's established boutique category, Vault by Vans.
  • Expand Vans' digital content approach to drive energy and amplification of pinnacle products by leveraging PR and social media tactics/tools such as media engagement, product seeding, key opinion leader and influencer marketing, content creation, social community management and agency partnerships.
  • Collaborate with regional marketing leads to uplift key wholesale account partners to create meaningful PR and digital storytelling opportunities to amplify impactful energy and pinnacle product storytelling and connect consumers with influential creators, collaborators and ambassadors of the brand.

What success looks like:

  • You will produce an integrated global communications strategy for energy and special projects that yield increased media exposure and impressions in the most influential publications and audiences of our industry, record-setting engagement in new digital storytelling and editorial, and impactful, long-term partnerships with KOLs and key pinnacle accounts.
  • Your work will further elevate our brand reputation and trustworthiness in pinnacle product offerings to target audiences, driving awareness of these campaigns through PR and social, to create demand, influence, and affinity for Vans amongst top-tier KOLs, celebrities and influencers.
  • With your strong point of view on consumer insights, current media landscape, and digital community trends, you will develop and enrich the GTM and consumer journey outline for special projects, providing innovative strategic direction for global and regional counterparts, and drive business objectives forward 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:

  • 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.
  • Excellent knowledge and personal affinity for global sneaker culture, fashion, action sports, art, design, and the Vans brand.
  • Must be aware of media contacts and influencers that are relevant to the brand and can be engaged to help tell the Vans story.
  • 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.
  • Proficient computer skills, Microsoft Office, Keynote, Mac, Excel, Google/Cloud platforms, etc.

What we will teach you:

  • Confident in leading communication throughout all levels of the organization, including senior leadership. Works collaboratively across various strategic and executional teams, global and regional.
  • Superior interpersonal skills including reliable verbal and written communication skills
  • Detail-oriented, meticulous and able to multi-task; can demonstrate leadership ability, including the ability to motivate others within a work group
  • 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: VF Corporation, Costa Mesa , Vans Public Relations Senior Manager (Special Projects), Other , Costa Mesa, California

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