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Senior Director, Consumer & Shopper Insights
VFC
Cypress, CA, United States
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Senior Director Vans, Consumer & Shopper Insights
Vans: Be a Part of the Original
“It was never about waving the brand like a flag, it was always about the people” – Paul Van Doren
Vans is the original action sports footwear company rooted in authenticity and creativity. Founded in 1966, Vans has thrived on a legacy of impacting our greater community through Vans’ four pillars: action sports, music, art and street culture. We are constantly inspired by the expressive creators within our company and community as they bring new and innovative perspectives to help shape and transform the future of our business.
At Vans our culture sets us apart and it influences everything we do. Everything we do supports creativity and we are driven by our five values. We are determined. We are connected to our consumers and to each other. We are inclusive. We are expressive and Fun. And most of all, we are a family.
Vans is a subsidiary of VF, the world’s largest apparel and footwear company comprised of over 30 brands. We are the leading drivers of retail as our global footwear, apparel and accessory brand is available in 170 countries worldwide. As we continue to expand, we take great measures in developing and growing our people.
Vans is founded on a culture of learning. We take great pride in our ability to facilitate learning opportunities by providing the resources and tools necessary to support each individual’s pursuit of growth to achieve future goals. In order to prioritize career growth within our company, Vans offers courses on topics such as leadership, communication, collaboration and technical skills to ensure our employees are self-motivated and developing to the pace of our rapidly growing business.
By joining the Vans family, you will be immersed into an environment of incredibly supportive and collaborative people. We work very hard across a multitude of large initiatives to bring the Van Doren spirit to life. We live for what we do.
Senior Director, Consumer & Shopper Insights: Become the Newest Member of the Vans Family
As the Senior Director of Consumer and Shopper Insights, you will serve as a key change agent by uncovering consumer and shopper insights for the Vans business. You will evangelize insights through insatiable curiosity, creativity and innovation, objectivity, actionable storytelling, business acumen, strategic mindset, thought leadership, and a passion for influencing strategic business decisions that improve revenue and profitable growth through consumer-centric thinking. You will provide leadership to the Vans Insights team worldwide (focus on Asia, Europe and Central & South America) for global projects and consulting on global consumer-facing brand initiatives. You are an active and vocal member of the Global VF Consumer & Shopper Insights community by co-building our skills, innovative approach / tool-kit, influence, impact and bench strength. You are connected to youth culture and have a deep understanding of the Vans consumer and four pillars that drive everything we do.
How You Will Make a Difference:
Drive experimental and innovative approaches within the insights environment by utilizing a tool kit that blends traditional, non-traditional, and new to market approaches. Continually invent and reinvent tools to support Van’s evolving business needs Identify and personify the current and future Vans consumer(s) to inform marketing, product and retail recommendations that drive deeper consumer connections Utilize internal / external knowledge sources (e.g., social, digital, transactional, primary) to identify emerging consumer and marketplace shifts to inform Vans’ strategic plan Lead global consumer & shopper insights projects that support Vans’ biggest growth platforms (e.g., footwear innovation, apparel, Gen-Z, digital) Work cross-discipline and cross-functionally (e.g., Marketing, Analytics) to improve Vans’ understanding of marketing and branding effectiveness and inform growth scenarios based on consumer behavior (e.g., penetration, new users, loyalty, e-com traffic, etc) Translate emerging cognitive and behavioral science insights into branding and retail recommendations that motivate consumer behavior and drive brand KPIs Translate youth and action sports culture and footwear/apparel industry trends into actionable, forward-leaning recommendations that help Vans improve marketing effectiveness and product relevance / sell-thru Be a vocal and active part of the Global VF Consumer & Shopper Insights community by furthering our knowledge of consumers, vendor partners, industry and academic networks, best practices and ways of working Develop your direct report (Consumer & Shopper Insights Manager) into an impactful and highly effective member of the Vans’ family and VF Consumer & Shopper Insights team
Skills for Success:
Years of Related Professional Experience
• 12+ years Consumer & Shopper Insights. Apparel & FW, Acton Sports, Technology and/or Retailindustry preferred
Educational/ Position Requirements:
• A Bachelor’s degree in business, economics or social science fields (e.g., psychology, anthropology)
• Master’s Degree (MBA) Preferred.
• Global research management experience preferred
• Travel by air and overnight, as required 15-20% amount of time.
Interpersonal Skill Requirements:
• Continual learner with deep curiosity of consumer behavior
• Ability to balance of art & science in workstyle and communication
• Work with agility by anticipating stakeholder needs
• Experimental mindset (methods, data sources, analytics and technology)
• Communicate with simplicity and impact to provoke stakeholder action
• Passion for youth culture and action sports
• Build partnerships and influence stakeholder decision making at all levels of a global matrix organization