VANS:
Vans Director, Global Public Relations and Influencer Marketing 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, Global Public Relations and Influencer Marketing
As the Director of Global Brand Communications, PR & Influencer Marketing, you will lead the strategic development of global public relations and influencer strategies for Vans, guiding global marketing that supports the Americas, EMEA & APAC markets, and executing key global brand initiatives that reinforce Vans as a leading youth culture brand and global icon of creative expression.
Your role will be the driving force of holistic brand PR and digital-first influencer and product seeding strategy, integrating communications tactics across all consumer touchpoints. As part of the growing team that propels brand energy, industry reputation and cultural inspiration, you will empower a group of senior communications experts in fashion, streetwear, art, music and action sports. Under your leadership, your team will position Vans as a leading lifestyle and action sports brand globally and your inclusive, culture-driven communications approach will build upon Vans authentic heritage to elevate Vans core pillars of creative expression. You will develop unique media and influencer storytelling and engagement opportunities that uplift the Vans culture, lifestyle, sports, and product innovation.
With the goal to facilitate key strategic business objectives, concepts and initiatives, your expertise will engage with an evolving network of influential audiences: pinnacle media, partners and talent, digital community platforms, influencers, and key opinion leaders.
It is crucial that your unique voice thrives among multi-cultural perspectives. If you choose to join the Vans Family, you must share our vision of progressing global youth culture by empowering creative expression worldwide.
How You Will Make a Difference
What you will do:
Lead the development and execution of integrated PR, influencer marketing, and product seeding tactics to support our brand purpose, sports marketing, and product stories to drive brand affinity, fuel consumer demand, and strengthen our connection with consumers.Create multi-channel PR and influencer strategies for seasonal and always-on campaigns by engineering dynamic consumer journey tactics and leveraging media opportunities that generate aspirational content across consumer press, social, experiential, product innovation and social responsibility programming.Achieve cumulative brand metrics and earned media value by employing consumer insights, research and data that informs brand communications strategy and leads to aspiration and demand for Vans in a fast-paced, evolving digital media landscape. Deliver actionable key metrics, reporting and KPIs to optimize consumer engagement and increase impressions year-round.
How you will do it:
You will oversee and establish Vans global PR, influencer and product seeding objectives, priorities, plans and processes, consistent with global & regional business and brand goals.
You will work in partnership with marketing peers to orchestrate PR strategy and go-to-market calendar for brand, lifestyle, and sports campaigns, with a robust integration of tactics across PR, Social, Seeding, Experiential and Influencer marketing.You will enhance Vans PR and digital content approach by leveraging innovative PR tools, tactics, and resources such as media, agency and talent relationships, product seeding, content creation, consumer insights, and ROI to launch engaging, consumer-centric Vans campaigns.
Your role will take ownership of new KOL and talent partnership opportunities, cultivating Vans network of influence and elevating Vans industry reputation.You will lead with Vans Off The Wall spirit to inspire, motivate and build rapport with a team of global and regional subject-matter experts, working cross functionally with senior leadership to drive team success through thoughtful collaboration, growth acumen, and development coaching.
What success looks like:
Vans global communications and influencer strategy effectively yields cumulative media exposure and impressions across new PR platforms and audiences, establishes record-setting engagement in social media and earned editorial, and cultivates a strong network of media & KOL relationships.
Vans brand positioning successfully inspires and engages target consumer audiences across lifestyle, action sports, art, music, and fashion, pushing the boundaries of the brands cultural relevance and reputation via PR and social, and creating demand, influence, and affinity for Vans among pinnacle KOLs, athletes, celebrities, and influencers.
Global Brand Communications tactics are engineered and executed as vital components of the global go-to-market strategy and consumer journey process, delivering innovation and strategic collaboration across global and regional teams, and steering business objectives forward with progressive metrics, consumer insights, media research, and digital innovation.
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: ! Strong industry relationships with editors, reporters, celebrity publicists/management, influencers, and synergistic brands.
! Experience working both in-house or on the agency side in the fashion/beauty industry or managing agency relationships
! Exp
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, Global Public Relations and Influencer Marketing
As the Director of Global Brand Communications, PR & Influencer Marketing, you will lead the strategic development of global public relations and influencer strategies for Vans, guiding global marketing that supports the Americas, EMEA & APAC markets, and executing key global brand initiatives that reinforce Vans as a leading youth culture brand and global icon of creative expression.
Your role will be the driving force of holistic brand PR and digital-first influencer and product seeding strategy, integrating communications tactics across all consumer touchpoints. As part of the growing team that propels brand energy, industry reputation and cultural inspiration, you will empower a group of senior communications experts in fashion, streetwear, art, music and action sports. Under your leadership, your team will position Vans as a leading lifestyle and action sports brand globally and your inclusive, culture-driven communications approach will build upon Vans authentic heritage to elevate Vans core pillars of creative expression. You will develop unique media and influencer storytelling and engagement opportunities that uplift the Vans culture, lifestyle, sports, and product innovation.
With the goal to facilitate key strategic business objectives, concepts and initiatives, your expertise will engage with an evolving network of influential audiences: pinnacle media, partners and talent, digital community platforms, influencers, and key opinion leaders.
It is crucial that your unique voice thrives among multi-cultural perspectives. If you choose to join the Vans Family, you must share our vision of progressing global youth culture by empowering creative expression worldwide.
How You Will Make a Difference
What you will do:
Lead the development and execution of integrated PR, influencer marketing, and product seeding tactics to support our brand purpose, sports marketing, and product stories to drive brand affinity, fuel consumer demand, and strengthen our connection with consumers.Create multi-channel PR and influencer strategies for seasonal and always-on campaigns by engineering dynamic consumer journey tactics and leveraging media opportunities that generate aspirational content across consumer press, social, experiential, product innovation and social responsibility programming.Achieve cumulative brand metrics and earned media value by employing consumer insights, research and data that informs brand communications strategy and leads to aspiration and demand for Vans in a fast-paced, evolving digital media landscape. Deliver actionable key metrics, reporting and KPIs to optimize consumer engagement and increase impressions year-round.
How you will do it:
You will oversee and establish Vans global PR, influencer and product seeding objectives, priorities, plans and processes, consistent with global & regional business and brand goals.
You will work in partnership with marketing peers to orchestrate PR strategy and go-to-market calendar for brand, lifestyle, and sports campaigns, with a robust integration of tactics across PR, Social, Seeding, Experiential and Influencer marketing.You will enhance Vans PR and digital content approach by leveraging innovative PR tools, tactics, and resources such as media, agency and talent relationships, product seeding, content creation, consumer insights, and ROI to launch engaging, consumer-centric Vans campaigns.
Your role will take ownership of new KOL and talent partnership opportunities, cultivating Vans network of influence and elevating Vans industry reputation.You will lead with Vans Off The Wall spirit to inspire, motivate and build rapport with a team of global and regional subject-matter experts, working cross functionally with senior leadership to drive team success through thoughtful collaboration, growth acumen, and development coaching.
What success looks like:
Vans global communications and influencer strategy effectively yields cumulative media exposure and impressions across new PR platforms and audiences, establishes record-setting engagement in social media and earned editorial, and cultivates a strong network of media & KOL relationships.
Vans brand positioning successfully inspires and engages target consumer audiences across lifestyle, action sports, art, music, and fashion, pushing the boundaries of the brands cultural relevance and reputation via PR and social, and creating demand, influence, and affinity for Vans among pinnacle KOLs, athletes, celebrities, and influencers.
Global Brand Communications tactics are engineered and executed as vital components of the global go-to-market strategy and consumer journey process, delivering innovation and strategic collaboration across global and regional teams, and steering business objectives forward with progressive metrics, consumer insights, media research, and digital innovation.
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: ! Strong industry relationships with editors, reporters, celebrity publicists/management, influencers, and synergistic brands.
! Experience working both in-house or on the agency side in the fashion/beauty industry or managing agency relationships
! Exp