As consumer expectations and interests change, we are looking at our Retail Marketing and in-store experience strategies differently. As the Retail Marketing Manager, you will be an instrumental part of this ever-evolving retail world and how we go to market with our key product and brand stories.
You will create and drive strategic and executional retail marketing plans, partnering closely with key stakeholders to ensure all activations, programs, and experiences drive internal employee and external consumer engagement. The goals are to drive consumers to Vans Retail stores and to ensure once the consumer is in the store, they are captivated and immersed into a complete VANS experience.
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.
How You Will Make a Difference
What you will do:
• As the Retail Marketing Manager, you will lead our efforts around engaging with employees and the community within our existing and new Vans retail locations.
• You will build a comprehensive playbook for how we connect with the community and activate around new store openings that is catered to geographic location and store tier.
• You will create a strategy for how we engage with our retail staff to educate them on new products and brand initiatives to equip the with the tools to successfully engage with consumers. Internal Use
• You will work with internal cross-functional partners and external creative agencies to determine how and when we activate seasonal events across our stores around key moments or product launches.
• You will be responsible for overseeing all traffic driving marketing initiatives, be it through lease required advertising, seasonal promotions, external partnerships with Yelp and Google, and internal media teams.
• You will oversee and manage the Retail Marketing budget and ensure spend aligns with seasonal and annual priorities across employee engagement, marketing, and activations.
How you will do it:
• Be a critical member of the new store opening process to drive awareness and excitement around Vans new store openings.
• Leverage our store associates to drive brand messaging and key product stories, be it through employee seeding, employee contests, product knowledge materials, and more.
• Create engaging, memorable and interactive retail brand experiences that drive store traffic and incite purchase.
• Manage a seasonal calendar of all retail marketing initiatives across owned and partner channels to ensure we have ongoing support throughout the year and during key consumer moments.
What success looks like:
• Strong engagement with retail staff that ultimately leads to stronger consideration and conversion of key product priorities.
• Engaging and memorable activations and events that drive awareness, excitement, and conversion within our retail locations.
Free To Be, Inclusion & Diversity
As a mission-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.
kills for Success
Years of Related Professional Experience: 5+ years of professional experience in Brand Marketing and/or Retail 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:
• Strong knowledge of the current retail landscape.
• Ability to collaborate and work cross-functionally and influence strategy.
• Experience managing external creative agency partnerships.
• Strong knowledge of macro and micro trends in major North American cities.
What we will teach you:
• Vans go-to-market strategy
• How to be part of a best in class marketing team
VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Perservere.
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 wellbeing for all VF associates. When it comes to benefits, we’re the total package. Go to MyVFBenefits.com 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 vfc.com
We just have one question. Are you in?
Vans, a VF Company
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