For over 50 years Vans has been about the people that have made the brand “Off The Wall”. The people that chose this simple canvas shoe and adopted it to express themselves creatively. At the end of the day it’s not only about the product, it’s what those products mean that make the difference – what they mean to those of us who design, manufacture, and market them, and what they mean to you, our Vans family, who affix our personality to your own.
What will you do?
The world of retail is transforming at a rapid pace and consumer expectations, interests and behaviors are constantly changing. We are looking at our direct to consumers experience strategies differently, moving away from the tradition to embrace innovation. Digital transformation in Retail is beginning to emerge here at VANS and as the Retail Marketing Manager, you will be an instrumental part of this ever-evolving omni-channel retail world and how we go to market.
You will be responsible for driving and executing the brand’s vision for in-store marketing strategy to create and communicate reasons for consumers to visit stores with goals to drive traffic, achieve consumers acquisition, retention, and revenue. This position requires someone who prioritizes the consumers and understands the role stores can play in the consumer journey. You are proactively taking action to respond to the change and be accountable for delivering consistent high-quality output and effectively breaks down complicated information into logical points, clearly conveys messages while challenges the status quo and adopts creative ideas to create better business outcomes and consumer experiences.
The individual who fulfils this role will be a part of Retail Marketing team working with all functions in Vans Global, Regional, Country organizations and VF organization.
Your main accountabilities will be:
Lead the development of retail experience projects to achieve defined brand objectives
Manage in-store activation projects through collaboration with digital marketing, brand communications and Vans Family
Manage retail marketing strategic execution plans with pre, during and post consumers experience that support seasonal, ongoing marketing and promotional campaign
Collaborate with Marketing Teams to communicate in-store initiatives across all marketing channels in order to acquire new consumers and drive repeat visits from existing consumers.
Partner with all marketing function leads to establish clear cross-channel customer journeys, connecting consumers from online to offline and vice versa
Establish both financial and non-financial metrics KPIs for initiated projects, track and deliver to these ongoing
Track implementation status, ROI and discuss findings with related function to constantly evaluates the consumer mindset to maximize engagements
Utilize data and competitive intelligence to ensure correct strategies are in place to deliver maximum return non marketing investment
Create engaging, memorable and interactive experiences that appeal to all 5 senses and align to the Vans ethos
What you need to succeed?
Passion for Vans and the lifestyle it represents
4+ years of related professional experience, brand marketing experience / retail marketing in fashion industry is a plus
Strong concept and knowledge in Omni-channel and phygital Marketing
Strong analytical skills of consumer behavior
Experience in managing a budget and delivering a program of initiatives within the budget
Passion in community and purpose led initiatives, consumer centric mindset
Knowledge of macro and micro trends influencing Retail and inspiring youth culture today
Deep passion for understanding youth culture; music, art, action sports, street culture and fashion
Strong communication, presentation and problem-solving skills
Capacity to build strong working relationships
Fluent in English both written and spoken, other languages are beneficial
What’s in it for you?
Be part of an iconic lifestyle brand
Join a multi brand, multi countries organization to drive you career forward
International, fun yet challenging working culture
About VF Corporation
Organized in 1899, VF Corporation is a global leader in the design, manufacture, marketing and distribution of branded lifestyle apparel, footwear and accessories. Our highly diversified portfolio of brands spans multiple geographies, product categories, consumer demographics and sales channels. VF relies on its Powerful Brands, Powerful Platforms, One VF approach to business to support its brands, maintain its competitive edge and drives a winning company culture.