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Director of Brand Activation
VFC
Costa Mesa, CA, United States
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Vans Director of Brand Activation
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.
Director of Brand Activation- North America: Become the Newest Member of the Vans Family
As the Director of Brand Marketing you will develop and execute our imperative brand marketing strategy for the entire North America region. Your programs, and efforts will directly result in new opportunities to increase brand affinity and consideration through Vans’ pillars (music, art, action sports, street culture) and products in key North American cities.
You will collaborate and partner with various executives throughout the business including the North America, General Manager and head of North America Marketing to activate the brand through owned platforms (The House of Vans, Vans Custom Culture), and will oversee a North American Action Sports team, responsible for creating an athlete programming and continuing support around action sports events in the region (Vans Park Series, etc). Your relationship skills will grow and maintain important collaborations within the art, music, street culture and action sports spaces, providing strategic direction that is driven by a sound knowledge of youth culture marketing and trends.
Additionally, you and your team will oversee all activation for all programming in the US, and for providing best practices and guidance to teams in Canada and Mexico.
How You Will Make a Difference:
• You will be the consumer expert on the expressive creator in North America. You will develop a superior understanding for consumer realities, and leverage that information to generate enhanced programming and marketing plans. You will drive ongoing and active coordination with global consumer insight and strategy team to achieve these goals
• You will develop and maintain of long-term and annual brand marketing plans/ strategies/ budgets that bring the brand vision to life in North America
• You will be responsible for developing Marketing Plans that connect our products and pillars with our consumers via compelling activations and partnerships. These plans should bring cultures together through music, art, action sports and street culture and they should celebrate the creativity of our consumers
• You will create an athlete program in North America (specifically skate and surf), and drive effectiveness of all action sports programming in the region
• You will optimize processes to ensure programs are executed on strategy, on time, on budget and against a well defined seasonal Go-To-Market process
• You will develop and maintain highly productive, close-coordination roles with North American retail, wholesale, digital and events team, and cross functionally with Canadian, Mexican and Global teams
Skills for Success:
• Bachelor’s degree
• 10+ years of client-side Brand Marketing experience is required
• 10+ years of experience with marketing Footwear and/or Apparel highly preferred
• Experience working in relationship-based positions in New York, Los Angeles or Chicago highly desirable
• Deep passion for - and understanding of - youth culture; music, art, action sports
• Knowledge and sensitivity to trends influencing marketing and communications in action sports and youth-marketing industry
• A commitment to understanding consumer targets to ensure world class, relevant work that connects
• A proven ability to build strategic partnerships, as well as the ability to create alternative approaches that increase the company’s ROI
• Solid track record with developing annual marketing plans, and 3 year integrated business plans
• Ability to lead and manage marketing budgets and spend
• Proven track record to effectively manage multiple projects at a time, and prioritize workload
• Strong written and oral communication skills, including ability to make persuasive presentations to senior management.
• Ability to collaborate effectively across disciplines, teams, regions
• Demonstrated management skills – both externally and internally
• Passion for the Vans brand