Principal Project Manager, Transformation (Go To Market)

JOB TITLE: Principal Project Manager Reports to: VP or Sr Director, Transformation Job Summary The Principal Project Manager serves as a senior leader within the Transformation Management Office (TMO), driving the end-to-end transformation of critical business processes across VF Corporation globally. With responsibility spanning all regions (APAC, EMEA, and AMER) and across all brands (including emerging brands), this role requires a commercially‑minded transformation leader capable of navigating complexity at scale. In the near term, the primary focus of this role is to lead the transformation of VF’s Go‑to‑Market (GTM) process: embedding standardized ways of working, improving process efficiency and effectiveness, streamlining the end‑to‑end GTM calendar, and driving calendar compression starting with the top 3 brands. The scope of this role will continue to evolve in line with TMO priorities. How You Will Make a Difference GTM Process Transformation (Primary FY Priority) GTM Process Embedding & Standardization Lead the global embedding of the redesigned GTM process across all regions (APAC, EMEA, AMER) and all brands, ensuring consistent adoption and ways of working Lead the adaptation and global rollout of the GTM process specifically for emerging brands who have not yet been onboarded to the new process, tailoring the approach to reflect each brand’s maturity, scale, and ways of working while maintaining alignment to the core VF GTM framework Drive targeted GTM process rollout and capability building for commercial functions (e.g., Sales, Wholesale, DTC) and support functions (e.g., Finance, Supply Chain, Marketing Operations) that have had limited training to date, ensuring these teams understand their role in the GTM process and are equipped to operate effectively within it Partner with brand and regional GTM leads to champion standardized tools, templates, and processes (e.g., 5-Year Long Range Plan, MFP, Line Plan Template, Integrated Global Brand Marketing Plan) Drive cross‑brand and cross‑regional alignment on GTM governance, decision rights, and accountability frameworks Gather and synthesize feedback from regional and brand teams to continuously iterate and improve GTM tools and processes Efficiency, Effectiveness & Process Streamlining Identify and drive opportunities to streamline the GTM process, removing duplication, reducing lead times, and improving decision quality at each stage Map and analyze current‑state processes across brands and regions to identify bottlenecks, inefficiencies, and improvement opportunities Define and track KPIs to measure GTM process efficiency and effectiveness; report progress to senior leaders Partner with cross‑functional teams (Product, Marketing, Finance, Digital, Supply Chain) to ensure GTM process improvements are integrated end‑to‑end GTM Calendar Compression Lead the design and execution of GTM calendar compression for the top 3 brands, reducing time‑to‑market while maintaining quality and commercial rigor Build the business case and roadmap for calendar compression, including leadership alignment, risk assessment, and phased implementation plans Facilitate cross‑functional workshops and working sessions to align brand, regional, and functional leaders on revised calendar milestones Monitor and track calendar compression progress, identifying risks and escalating where needed to ensure on‑time delivery of milestones Develop a scalable model for calendar compression to extend beyond the initial top 3 brands in future phases Connecting GTM Process to Capability Builds & Investment Priorities Serve as a strategic connector between the GTM process transformation and VF’s key capability builds and investment priorities, ensuring that process evolution is sequenced and integrated with the broader technology and capability roadmap Maintain a clear line of sight between GTM process requirements and VF’s product experience and data capability investments, including the consolidation of PXM platforms into Flex and DASH, ensuring process design anticipates and enables the technology transition Partner with Planning and Finance teams to align GTM process milestones with new planning technology pilots and tests, ensuring the GTM calendar and process are designed to accommodate and make use of emerging planning capabilities Championing the integration of digital product creation advancements and AI‑powered design tools into the GTM process, identifying where these capabilities can accelerate speed‑to‑market, reduce iteration cycles, and unlock new ways of working across product and brand teams Act as a thought partner to the VP/Sr Director, Transformation and cross‑functional technology and strategy leads to prioritize and sequence capability investments in a way that has the greatest impact on GTM transformation outcomes Special Projects (capacity dependent) Business Analytics Enablement Support brands and business teams in effectively leveraging data products developed by the Digital Technology (DT) organization, driving adoption and building capability to extract commercial value from available data assets (e.g., Sell‑Out Dashboards, reporting and analytics tools) Act as a bridge between commercial and brand teams and the DT organization, translating business needs, pain points, and use cases into clear data product requirements, ensuring that what is built reflects genuine commercial priorities and is positioned for strong end‑user adoption Coordinate with cross‑functional teams (DT, Finance, Marketing, Commercial) to ensure data products are fit‑for‑purpose, widely understood, and continuously improved based on user feedback AI Usage Acceleration Lead the identification and integration of AI tools and capabilities that improve the effectiveness and efficiency of the GTM process, working across brand, product, and commercial teams to pilot, scale, and embed new ways of working Drive adoption of AI‑powered digital product creation capabilities, such as CAD‑to‑Render technology to develop head‑to‑toe looks, accelerating the decision‑making process on key looks, reducing physical sample dependency, and compressing creative review cycles within the GTM calendar Build a pipeline of AI use cases relevant to GTM, from product design and range building through to sell‑in and commercial planning, working with DT, brand, and commercial teams to prioritize, test, and scale the highest‑impact opportunities Track and communicate the commercial impact of AI adoption within the GTM process, building the evidence base to drive broader investment and scale across brands and regions Skills for Success Strategic and innovative thinker with the ability to see the big picture and lead transformation initiatives effectively across a complex, global organization Proven ability to influence and build alignment with senior leaders across diverse geographies and brand cultures, without relying on formal authority Exceptional program management capability, able to manage multiple simultaneous and interdependent workstreams at scale Strong commercial acumen and ability to connect process transformation to business outcomes, including revenue impact, margin, and speed‑to‑market Ability to integrate and analyze data from internal and external sources to inform decisions and build a compelling case for change Executive presence with excellent verbal and written communication skills; comfortable presenting to and influencing C‑suite and VP‑level leaders High degree of resilience and adaptability; thrives in ambiguous, fast‑changing environments Qualifications & Experience Degree in a related field required; Master’s degree (MBA or equivalent) preferred Minimum of 5–7 years of related experience within consumer‑centric, fast‑moving companies, with at least 3 years in a GTM, transformation, strategy, or PMO leadership role Proven experience leading GTM or commercial transformation programs within a global organization Deep understanding of Go‑to‑Market processes in the apparel, footwear, or fashion industry strongly preferred Track record of driving change within an organization Experience working across APAC, EMEA, and AMER regions, with strong cross‑cultural collaboration skills Hiring Range $132,192.00 USD - $165,240.00 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 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 Looking to Join VF? Detailed information on your benefits will be provided during the hiring process. Embeds and Compliance Notice We note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws. 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. VF Diversity Vision Statement VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world. VF is an equal employment opportunity/affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor. #J-18808-Ljbffr VF Corporation