Vans: Manager, Retail Marketing (Americas)

What will you do? As the Retail Marketing Manager, Americas, you will lead the development and execution of integrated retail marketing strategies that translate global brand stories into compelling, localized, and culturally relevant store experiences across the U.S., Canada, and Mexico. Your role will involve driving incremental traffic, engagement, and conversion in brick‑and‑mortar stores while ensuring strong alignment with global and regional marketing, operations, merchandising, digital, creative, and field teams. Specific responsibilities include: Owning and delivering a holistic Retail Marketing strategy for the U.S., with clear objectives tied to store traffic lift, engagement, and conversion, and frameworks that can be scaled across Canada and Mexico. Actively participating in the regional Go‑To‑Market process to bring global marketing stories and product moments to life in retail through seasonal launches, activations, promotions, and elevated in‑store experiences. Defining and evolving a segmentation strategy across the Americas retail fleet, tailoring activations and experiences based on store type, market, consumer profile, and community relevance. Linking retail activations to digital ecosystems (including Vans Family) to amplify physical retail experiences through content, community engagement, and loyalty‑driven touch points. Staying deeply connected to macro and micro trends in retail, youth culture, action sports, and street culture, translating insights into innovative retail experiences. Concepting and delivering memorable, immersive retail experiences that engage consumers emotionally and sensorially, reinforcing Vans’ brand ethos. Building strong partnerships across regional and global brand pillars, retail operations, and field teams to unlock hyper‑local activations, community moments, and market‑specific opportunities. Leading and supporting strategic initiatives tied to the future of Vans retail, including new store concepts, pilot programs, and next‑generation retail experiences, ensuring learnings inform both regional and global best practices. Qualifications and Experience Foundation skills and experience necessary for success include: Progressive marketing experience, with significant focus on retail marketing, brand marketing, or consumer experience, preferably within apparel, footwear, or youth‑culture driven brands. Proven ability to drive measurable brick‑and‑mortar retail traffic through integrated marketing strategies, store activations, and localized experiences. Deep understanding of the U.S. retail landscape, including diverse consumer segments and store formats, with experience developing programs that can scale across Canada and Mexico. Strong experience translating global brand strategies into regionally relevant retail execution, balancing consistency, speed, and local nuance. Highly skilled in cross‑functional leadership and influence, partnering effectively with global and regional marketing, retail operations, merchandising, digital, creative, and field teams. Comfortable operating in a matrixed organization, navigating dotted‑line relationships and aligning regional priorities with global direction. Strategic and analytical thinking, using traffic data, performance metrics, consumer insights, and cultural trends to shape decisions and demonstrate impact. Strong project and program management capabilities, able to manage multiple initiatives and timelines in a fast‑paced, dynamic environment. Creative and consumer‑obsessed mindset, passionate about building immersive, culturally relevant retail experiences that drive engagement and repeat visitation. Natural collaborator and communicator, able to clearly articulate strategy, inspire partners, and bring teams along the journey. Deep passion for Vans, street culture, action sports, and the evolving role of physical retail as a brand‑building and community platform. Compensation and Benefits Hiring Range: $95,040.00 – $118,800.00 USD annually. This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. We offer a competitive compensation package and a strong benefits package that includes medical, dental, vision, and 401(k). Additional benefits and details are available during the hiring process. Equal Employment Opportunity At VF, we value a diverse, inclusive workforce and provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to race, color, sex, gender identity, gender expression, religion, age, national origin, citizenship, 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. #J-18808-Ljbffr VF Corporation