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Costa Mesa, VT

Full-time | Digital

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 Digital Media- Americas

At Vans, every conversation we have with our consumers is a meaningful representation of our purpose to enable and inspire creative self-expression. The primary vehicle to reach and engage our consumers is through paid and performance media and organic social. In this role you will bring to life a holistic media strategy that balances broad reach marketing, digital first experiences and performance marketing to build brand love and drive conversion. You will lead an expert team in managing a thoughtful paid media strategy and consumer communications through our organic social media platforms.

How You Will Make a Difference

What you will do:
! Be a creative leader who inspires and leads through innovative Paid and Performance Media and Organic Social strategies.
! Oversee all paid media channels for the brand including traditional advertising.
! Lead paid media, performance media and organic social media teams (inclusive of agencies) who manage brand, lifestyle and action sports initiatives.
! Partner with external agencies to help define the holistic paid media strategy.
! Partner with sales channels (specifically Ecom) to develop clear perspective on the needs of the business and align on how sales targets can be met through paid support.
! Manage Paid Media budgets to ensure spending stays in line with regional forecasts. Paid media budgets include paid social, paid search, traditional media, display and affiliate channels.
! Partner with Global and Regional counterparts to bring brand stories to life through a consumer journey that is informed by consumer behavior, partner/platform insights, data, and reporting.
! Build and maintain partnerships with major social media platforms and digital titans, testing new platform capabilities and opportunities, staying up to date on evolving digital landscape and best practices
! Manage relationship with media agency and lead operational and financial conversations, including staffing, agency reviews, billing, reconciliations, etc.
! Develop and execute a testing roadmap to uncover best performing audience segments, creative, tactics and messaging.

How you will do it:
! Working with internal marketing and creative teams and external media buying agencies you will deliver best-in-class yearly plans to maximize impact in media channels and drive the business.
! You will stay focused on consumer acquisition and retention utilizing audience segmentation and testing.
! Continually evaluating and optimizing the performance of campaigns in real time and communicate learnings / insights to the broader team to inform future campaigns. This includes campaign wrap ups, month-end, quarterly reports, seasonal/yearly deep dives, and annual MROI analysis.
! Providing feedback and direction for paid media and organic social to Global and Regional cross functional partners during key go-to-market milestones.
! Establishing control-related standards and procedures to ensure financial accuracy across the team.
! You will attend monthly meetings with digital titan partners and communicate upcoming campaigns/objectives to inform reps on how they can help us achieve our goals.
! Staying up to date on all consumer trends, media trends and new/developing platforms.

What success looks like:
! Achievement of business objectives / campaign KPIs / Ecom Revenue Goals
! Optimization of media spend across consumer acquisition & reengagement channels with a focus on efficient growth.
! Strong collaboration and alignment with Global and Regional cross functional partners

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:
! Experience and/or training preferably in youth marketing, fashion, and/or action sports marketing in the digital space.
! Digital first mindset
! A natural team player, with a strong track record of cross-functional leadership and partnership.
! Must have passion for and deep understanding of all things digital, especially social media platforms and mobile.
! Must be able to plan and optimize digital communications strategy through data insights
! Working knowledge of platforms Including YouTube, Facebook/Instagram, Snapchat, TikTok, and new emerging platforms.
! You have a track record of scaling and developing high-performing and fulfilled marketing teams
! You possess keen analytical skills, with the ability to turn complex datasets into insights that drive strategies and solutions.
! A strategic leader with a deep understanding of how to balance the goal of rapid growth of brand awareness with an emphasis on driving positive ROI from a highly optimized mid-low funnel.

VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Persevere.

Whats in it For You

Were in the business of unleashing human potential, driven by the ideas, energy, and commitment of our people. Thats wh
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