Vans: Manager, Digital Content

Vans is the original brand rooted in the authentic lifestyle of skateboarding. We are driven by our mission to inspire and empower everyone to live “Off The Wall” – embracing the youthful spirit of freedom, non‑conformity, and relentless progression. Yesterday’s “Off The Wall” moment is today’s new normal, and at Vans, we believe in constantly outdoing ourselves. Together with our communities across the globe, our vision is to push culture forward because we believe that the pursuit of progression never ends. We are constantly inspired by the future generation of positive catalysts within our community. So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. What will you do? A day in the life of a Manager, Digital Content at Vans looks a little like this. The Manager, Digital Content is responsible for leading on‑site content and experience strategy across weekly, seasonal, and launch‑driven moments. Reporting into the Director of Digital Merchandising & Content, this role owns how brand storytelling, campaigns, and product narratives come to life across the eCommerce journey – balancing inspiration with performance. This position is accountable for planning, execution, optimization, and measurement of on‑site experiences across homepage, navigation, and PDPs, using data and consumer insights to improve discovery, engagement, and conversion. The role partners closely with Brand Marketing, Merchandising, UX, Analytics, and Technology to deliver cohesive, consumer‑first digital experiences. This role balances strategic planning, hands‑on execution, and performance optimization, with a strong emphasis on ownership, cross‑functional alignment, and continuous improvement. Content, Experience & Journey Strategy Own weekly, seasonal, and quarterly on‑site content and experience strategy aligned to brand priorities, merchandising strategies, and business goals. Define and evolve end‑to‑end consumer journeys across campaigns, category flows, and PDPs, ensuring clarity of intent, storytelling, and conversion paths. Develop and maintain a seasonal content and experience calendar supporting key launches, campaigns, and storytelling moments. Translate campaign and merchandising priorities into clear on‑site experience frameworks that guide execution across teams. Identify opportunities to improve discovery, storytelling, and customer experience through data, competitive insights, and behavioral trends. Content Execution & Workflow Management Manage end‑to‑end content and experience workflows, ensuring timely delivery, quality execution, and clear ownership. Lead planning and execution for product launches and key moments across homepage, navigation, PDPs, and supporting experiences. Partner with UX and Creative teams to ensure content placement, layout intent, and storytelling align to experience goals and design standards. Provide clear feedback and alignment on deliverables to maintain consistency with brand, experience, and performance expectations. Performance, Analytics & Optimization Own ongoing content and experience performance tracking, including weekly business reviews, product drops, and launch recaps. Monitor and evaluate engagement KPIs such as: Bounce rate, Engagement / CTR, Scroll depth, Pages per session, Time on site. Conduct deep‑dive analysis to identify insights, opportunities, and optimization priorities. Lead A/B testing, experimentation, and personalization efforts in partnership with Analytics and Technology. Translate performance data into actionable recommendations that inform future planning and experience evolution. Cross‑Functional Collaboration Serve as a key partner to Brand Marketing, Merchandising, UX, Analytics, and Technology teams to deliver seamless, consumer‑centric experiences. Facilitate alignment through recurring meetings, planning sessions, and working forums. Ensure clear handoffs and shared accountability across teams from planning through execution and measurement. Incorporate competitive and industry benchmarking to maintain best‑in‑class digital experiences. Leadership & Ownership Act as the primary owner for on‑site content and experience execution, accountable from strategy through performance outcomes. Contribute to quarterly and seasonal planning, helping shape the roadmap for digital experience improvements. Champion experimentation, learning, and a test‑and‑learn mindset across content and experience initiatives. Lead with clarity and intent, ensuring teams understand both the what and the why behind experience decisions. What do you need to succeed? We all have unique skills that we bring to work and celebrate every day. For this role, there are foundation skills you’ll need to succeed and excel. Additionally, while formal education in a related field is great to have, we are most interested in your 6+ years of experience and professional achievements. The foundation skills you will need in this position are: Strong understanding of eCommerce platforms, CMS/DAM tools, and digital merchandising principles. Experience defining on‑site journeys, content placement, and experience intent (in partnership with UX/design teams). Data‑driven mindset with proven ability to improve engagement and conversion metrics. Experience with A/B testing, experimentation, and personalization frameworks. Familiarity with analytics and behavioral tools and translating insights into action. Proven ability to manage complex workflows and influence cross‑functional stakeholders. Strong communication skills with the ability to articulate strategy, insights, and priorities clearly. Highly organized, proactive, and comfortable owning initiatives end‑to‑end. Hiring Range Hiring Range: $99,360.00 USD - $124,200.00 USD annually. Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process. Benefits Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on and by clicking. Detailed information on your benefits will be provided during the hiring process. Equal Employment Opportunity At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you require accommodations during the application process, please contact us at View email address on click.appcast.io. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law. Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records. #J-18808-Ljbffr