VANS:
Vans Membership Marketing Director (Americas) Job in Costa Mesa, VT
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Costa Mesa, VT
Full-time | Management - Executive
About the job
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 expressive creators within our company and community as they bring new and innovative perspectives to shape and transform the future of our business.
At Vans, our culture sets us apart and influences everything we do. 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. Most of all, we are a family.
Our purpose to enable creative expression and inspire youth culture is fostered through our 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.
As of October 18, 2021, this position requires proof of being fully vaccinated for COVID-19 on the first day of employment, absent need for medical or religious accommodation or other exemption as allowed by state or local law. Further information provided during the recruitment process.
Director of Membership Marketing, Americas
At Vans, every experience our consumers have with the brand is a meaningful representation of our purpose to enable and inspire creative self-expression. One of the best ways to reach and engage our consumers is through our sales channels and brand experiences where we bring to life global and regional marketing campaigns and digital first experiences to build brand love and loyalty.
The Vans Family loyalty program is a key enabler to get closer to our most loyal consumers around the globe. The program plays an integral part in the Digital Ecosystem both as a core engine for accessing consumer data, as well as an outlet for bringing compelling, innovative off-the-wall member experiences to life (digital and IRL).
As the Director of Membership Marketing, you will work alongside the Global team to build upon the current vision of the loyalty/membership program in the Americas, which includes market expansion and advancing operational (such as member exclusive access) as well as technology capabilities (such as the loyalty mobile app, SMS).
You are responsible for growing the Americas program membership, cultivating member engagement, and supporting the country teams in delivering their financial goals via member activations. You are accountable for the Americas planning, execution, analysis and reporting of loyalty content, campaigns, rewards, and member experiences and for ensuring Global consistency of the program execution.
You will lead an expert team of highly skilled individuals and manage several external consulting and agency partners in managing Membership Marketing strategies and ensure communication is consistent throughout all consumer touchpoints.
How You Will Make a Difference
What you will do:
! You will drive the regional membership strategy ensuring there is global alignment and a consistent consumer experience. This will include building and supporting a globally consistent and locally relevant marketing approach.
! You will work with the Global Membership team on the regional vision and roadmap, including market expansion and the introduction of new operational and technology capabilities.
! Plan and execute an in-depth customer retention management strategy that builds loyalty through repeat visits, both transactional and experiential, and one-to-one marketing.
! You propel membership as a key engine of the Digital Ecosystem and ensure global consistency.
! You lead program execution in the Americas: regional marketing, member logistics, rewards logistics, creating region specific content/programming, you coordinate with other teams within region and launch new capabilities in the Americas region (e.g., new mobile app). You manage the Americas loyalty budgets.
! Work in close partnership with the Product and Brand Marketing, DTC and the Regional Creative team to deliver best in class brand experiences that increases program membership, drives brand engagement and ultimately builds loyalty and retention with our consumers.
How you will do it:
! Through close collaboration with your Global and Regional partners across Marketing, Creative, Direct to Consumer (DTC), Consumer Lifecycle Management (CLM), Loyalty/Membership and Strategy to drive revenue goals.
! You will be working closely with all of the above teams to integrate membership tactics and strategies into regional Go-To-Market (GTM) planning.
! You will work together with functional experts across various channels to create, socialize and deliver loyalty marketing needs for the brand.
! You will think omnichannel and focus on a consumer-centric approach across our multichannel marketplace.
! You will share out all Americas Membership best practices with broader Americas Marketing, APAC, EMEA and Global Marketing teams.
! You will maintain a curious attitude, continuing to test and learn within technology and experimentation, always remembering to scale successful programming, and learn from the rest.
! You will integrate consumer insights and translate global strategies into regional marketing planning for Membership.
! You will work with global cross-functional leaders in developing consumer acquisition, engagement and retention strategies.
! Provide regular updates on regional program KPIs.
What success looks like:
! Achievement of business objectives / functional (Membership) KPIs
! Strong collaboration and alignment with Global and Regional cross functional partners
! Digital first mindset / experimentation
Free To Be, Inclusion & Diversity
As a purpose-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.
Skills for Success
Years of Related Professional Experience: 10 years
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:
! Must be able to plan and optimize strategy through data insights.
! In depth understanding of consumer behavior, market research and forecasting. Experience and/or training preferably in youth marketing, fashion, and/or action sports marketing.
! Ability to manage a complex budget and, ideally, basic understanding of loyalty accounting principles.
! Passion for learning, testing, and creating new practices as it relates to explorin
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 expressive creators within our company and community as they bring new and innovative perspectives to shape and transform the future of our business.
At Vans, our culture sets us apart and influences everything we do. 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. Most of all, we are a family.
Our purpose to enable creative expression and inspire youth culture is fostered through our 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.
As of October 18, 2021, this position requires proof of being fully vaccinated for COVID-19 on the first day of employment, absent need for medical or religious accommodation or other exemption as allowed by state or local law. Further information provided during the recruitment process.
Director of Membership Marketing, Americas
At Vans, every experience our consumers have with the brand is a meaningful representation of our purpose to enable and inspire creative self-expression. One of the best ways to reach and engage our consumers is through our sales channels and brand experiences where we bring to life global and regional marketing campaigns and digital first experiences to build brand love and loyalty.
The Vans Family loyalty program is a key enabler to get closer to our most loyal consumers around the globe. The program plays an integral part in the Digital Ecosystem both as a core engine for accessing consumer data, as well as an outlet for bringing compelling, innovative off-the-wall member experiences to life (digital and IRL).
As the Director of Membership Marketing, you will work alongside the Global team to build upon the current vision of the loyalty/membership program in the Americas, which includes market expansion and advancing operational (such as member exclusive access) as well as technology capabilities (such as the loyalty mobile app, SMS).
You are responsible for growing the Americas program membership, cultivating member engagement, and supporting the country teams in delivering their financial goals via member activations. You are accountable for the Americas planning, execution, analysis and reporting of loyalty content, campaigns, rewards, and member experiences and for ensuring Global consistency of the program execution.
You will lead an expert team of highly skilled individuals and manage several external consulting and agency partners in managing Membership Marketing strategies and ensure communication is consistent throughout all consumer touchpoints.
How You Will Make a Difference
What you will do:
! You will drive the regional membership strategy ensuring there is global alignment and a consistent consumer experience. This will include building and supporting a globally consistent and locally relevant marketing approach.
! You will work with the Global Membership team on the regional vision and roadmap, including market expansion and the introduction of new operational and technology capabilities.
! Plan and execute an in-depth customer retention management strategy that builds loyalty through repeat visits, both transactional and experiential, and one-to-one marketing.
! You propel membership as a key engine of the Digital Ecosystem and ensure global consistency.
! You lead program execution in the Americas: regional marketing, member logistics, rewards logistics, creating region specific content/programming, you coordinate with other teams within region and launch new capabilities in the Americas region (e.g., new mobile app). You manage the Americas loyalty budgets.
! Work in close partnership with the Product and Brand Marketing, DTC and the Regional Creative team to deliver best in class brand experiences that increases program membership, drives brand engagement and ultimately builds loyalty and retention with our consumers.
How you will do it:
! Through close collaboration with your Global and Regional partners across Marketing, Creative, Direct to Consumer (DTC), Consumer Lifecycle Management (CLM), Loyalty/Membership and Strategy to drive revenue goals.
! You will be working closely with all of the above teams to integrate membership tactics and strategies into regional Go-To-Market (GTM) planning.
! You will work together with functional experts across various channels to create, socialize and deliver loyalty marketing needs for the brand.
! You will think omnichannel and focus on a consumer-centric approach across our multichannel marketplace.
! You will share out all Americas Membership best practices with broader Americas Marketing, APAC, EMEA and Global Marketing teams.
! You will maintain a curious attitude, continuing to test and learn within technology and experimentation, always remembering to scale successful programming, and learn from the rest.
! You will integrate consumer insights and translate global strategies into regional marketing planning for Membership.
! You will work with global cross-functional leaders in developing consumer acquisition, engagement and retention strategies.
! Provide regular updates on regional program KPIs.
What success looks like:
! Achievement of business objectives / functional (Membership) KPIs
! Strong collaboration and alignment with Global and Regional cross functional partners
! Digital first mindset / experimentation
Free To Be, Inclusion & Diversity
As a purpose-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.
Skills for Success
Years of Related Professional Experience: 10 years
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:
! Must be able to plan and optimize strategy through data insights.
! In depth understanding of consumer behavior, market research and forecasting. Experience and/or training preferably in youth marketing, fashion, and/or action sports marketing.
! Ability to manage a complex budget and, ideally, basic understanding of loyalty accounting principles.
! Passion for learning, testing, and creating new practices as it relates to explorin