VANS:
Vans Senior Director - Marketing - DTC - Americas Job in Costa Mesa, VT

As the Senior Director, DTC Marketing, you will lead an expert team in managing Retail, eCommerce and Loyalty Marketing strategies and ensure consumer communication is consistent throughout these consumer touchpoints. 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 owned channels where we bring to life global and regional marketing campaigns and digital first experiences to build brand love.

How You Will Make a Difference

What you will do:
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You will drive the regional DTC strategy ensuring there is global alignment and a consistent consumer experience. This will include building and supporting a globally consistent and locally relevant, multichannel marketing approach.

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Determine Channel level Sell-In and sell-thru details and work in close relationship with the Product Marketing, Brand and Creative Teams to ensure best possible brand representation and experiences at our owned spaces.

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Responsible for all marketing and visual merchandising initiatives related to Vans owned retail stores for all store types (boutique, brand showcase, full-price, street stores, outlet, skate park), and Vans e-commerce (including Customs).

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Store Design Execution/Storytelling - works with Global and Regional Environmental Design teams to ensure consistent and effective in-store branding, merchandising and story telling.

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Builds multifaceted Retail/Ecom marketing programs that build awareness and drive traffic.

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Vans Search/SEO/Analytics - work with cross functional partners to use data in marketing e-commerce traffic building and conversion metrics as effective as possible including MROI.

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On-Site - Develop and implement on-site messaging that drives awareness, affinity, pageviews, and sales conversions.

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Plan and execute an in-depth customer retention management strategy that builds loyalty through repeat visits and one-to-one marketing.

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Oversee regional Loyalty strategy and ensure it is in alignment with the global loyalty vision and roadmap, including market expansion and the introduction of new operational and technology capabilities.

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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)

How you will do it:
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Through close collaboration with your Global and Regional partners across Marketing, Creative, Direct to Consumer (DTC), Consumer Lifecycle Management (CLM), Loyalty and Strategy to drive revenue goals.

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You will work in unison with functional experts across our various channels to create, socialize and deliver marketing channel needs for the brand. This includes the development of regional programs that drive consumer category goals across all functions.

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You will be the Strategic Driver of DTC Marketing in region, including a focus on retail brand experience, key city strategies, store marketing, store design and storytelling, new store formats and seasonal key stories and initiatives while collaborating with cross functional counterparts.

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You will think omnichannel and focus on a consumer-centric approach across our multichannel marketplace.

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You will be instrumental in setting and implementation of all strategic marketing plans, brand experience initiatives and visual merchandising guidance related to Vans sales channels - including owned retail stores, Vans e-commerce, Vans Customs and Vans Loyalty Program.

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You will share out all Americas DTC driven best practices with broader Americas Marketing, APAC, EMEA and Global Marketing teams.

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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.

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You will integrate consumer insights and translate global strategies into regional marketing planning for Retail, Ecom and Loyalty.

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You will work with global cross-functional leaders in developing consumer acquisition, engagement and retention strategies.

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Provide regular updates on regional program KPIs.

What success looks like:
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Achievement of business objectives / functional (Retail, Ecom and Loyalty) KPIs

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Strong collaboration and alignment with Global and Regional cross functional partners

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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: 12 years

Educational Position Requirements:
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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:
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Experience and/or training preferably in youth marketing, fashion, and/or action sports marketing in the digital space. Experience working in Retail, Ecom and success in managing an experiential loyalty or membership program for a consumer-oriented brand is preferred.

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Experience with planning, executing, and tracking large marketing projects and budgets.

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In depth understanding of consumer behavior, market research and forecasting.

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Experience with consumer lifecycle marketing, including driving consumer engagement via digital marketing channels (website, eMail, paid search, social media).

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Excellent communication skills and ability to present to senior global and regional leaders on a regular basis. Must be able to derive insight and provide actionable recommendations to senior leadership.

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Passion for and deep understanding of all things digital

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Must be able to plan and optimize strategy through data insights. Proven ability to combine data and research with marketing communications to maximize customer relationships. Understanding of loyalty program consumer behaviors and points economics.

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Retail Experience/Ecom Experience = High understanding and implementation of consumer experience, and how to bring elevated experiences to multiple store formats (boutique, brand showcase, full-price, street stores, outlet, skate park), and digital destina