VANS:
Vans Senior Director, Global Brand Marketing Job in Costa Mesa, VT
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Costa Mesa, VT
Full-time | Management - Executive
About the job
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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 an 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.
Senior Director, Global Brand Marketing
The Senior Director of Global Brand Marketing is responsible for developing and driving a regionally relevant and globally consistent brand marketing vision. Working in close partnership with the CMO and VP of Brand Marketing, they will lead crucial brand management initiatives that drive Brand Momentum, refresh global Brand DNA, and position Vans as the undeniable global leader of creative self-expression. Responsibilities will include driving brand-level and cross functional projects across our key brand pillars of Art, Music and Street Culture, Brand Heat and Energy Marketing initiatives, Brand partnerships and strategic consumer frameworks. They will establish the blueprint and proof of concept for Global Brand Marketing at Vans - from setting brand and category strategy to MarketingGTM, briefing and creation processes - while partnering with the regional, insights, product, merchandising, creative, digital and communications teams with the goal of driving results for both consumer acquisition and retention in every initiative.
How You Will Make a Difference
What you will do:
By bringing a positive, curious and open mindset, you will partner with the Global CMO, VP of Brand Marketing, VP of Creative, Head of Marketing Ops and Analytics, Head of Brand Comms, Regional Marketing and Creative teams and other members of the Vans cross-functional extended leadership team including footwear, apparel, strategy, digital, legal and finance - to drive alignment on our strategic Brand initiatives, Brand DNA and Brand Pillars, launch key brand projects in alignment with our pillars tied to the goal of shifting culture and establish our Energy Strategy.
You will be instrumental in helping the CMO and VP of Marketing in resetting the Global Brand Management function at Vans executing new GTM processes and driving work from cultural and consumer insight to integrated brief, creation to execution, launch to optimization, and results to retrospective. Operating as center of the Marketing hub across a number of consumer projects, leading a cross functional team against a clear set of objectives and strategies for each project you will always put our consumer, creativity and culture at the forefront. Throughout the Brand Management program you will need to identify, establish and optimize a new set of success metrics including MROI, acquisition, retention, churn, AOV and LTV.
You are responsible for strategic brand storytelling through brand campaign and cultural content, working across product, sports marketing and creative teams to uplift seasonal initiatives. You will be responsible for our cultural lifestyle brand pillars (music, art, street culture etc.) and develop and cultivate programs and relations with key influencers to elevate the brand. You will also oversee the strategic development and evolution of experiential brand platforms and programs inclusive of brand campaigns and content, cultural lifestyle pillars and brand experience.
Your scope will include:
!
Develop regionally and culturally relevant brand campaign strategies inclusive of action sports, lifestyle, and product marketing
!
Establish and manage global cultural lifestyle pillar strategies and programs in music, art and street culture akin to action sports programs
!
Drive connectivity and leverage the relationship between brand campaign, experiences, influencers, platforms, pillars and content
!
Innovate through digital marketing
!
Evolve Vans strong-tie marketing programs and global brand experience across platforms and all consumer touchpoints
!
Champion brand DNA, purpose and promise, uplifting creative expression across the organization
!
Actively partner with global Consumer Insights and Marketing Analytics on brand health tracking, qual/quant testing and macro trends to develop global brand vision and establish meaningful cultural thought leadership
!
Establish and drive new opportunity spaces for the brand across emerging culture and consumer groups
!
Develop, improve and
!
Operate as center of the Marketing hub across a number of consumer projects, lead a cross functional team against a clear set of objectives and strategies for each project, always put our consumer, creativity and culture at the forefront, and lead your direct reports to help drive work forward in partnership with you
!
Identify, establish, develop and optimize evolving success metrics including MROI, acquisition, retention, churn, AOV and LTV
How you will do it:
You will operate with relentless positivity and drive a culture rooted in teamwork and collaboration. You act with integrity, transparency, honesty, openness, curiosity, kindness and authenticity. As a public extension of the brand and extension of the CMOs personal brand, it is critical that you not only understand cultural dynamics but also bring a commensurate amount of respect, experience and professionalism to the role without losing the things that make you, YOU and that make the marketing team better because youre on it. Have an awesome sense of humor? Please feel free tell us jokes all day long. Love dogs? We will make you a mug with your pets picture on it for your first day. At Vans we bring our authentic selves to work and take pride in a job well done, day after day.
What success looks like:
Our team is better when you are a part of it and the global marketing organization feels and operates like a true team with clear accountabilities, objectives and success metrics. Ultimately your actions will impact our consumer in way that drives long term Brand Love and deep emotional connectivity for creating consumers who will be Vans fans for life. People from across the Vans organization want to work with the Marketing team because they love working with you. And you end up staying at Vans for a very long time because you love it so much like many, many other members of the long-tenured Vans family.
Free To Be, Inclusion & Dive
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 an 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.
Senior Director, Global Brand Marketing
The Senior Director of Global Brand Marketing is responsible for developing and driving a regionally relevant and globally consistent brand marketing vision. Working in close partnership with the CMO and VP of Brand Marketing, they will lead crucial brand management initiatives that drive Brand Momentum, refresh global Brand DNA, and position Vans as the undeniable global leader of creative self-expression. Responsibilities will include driving brand-level and cross functional projects across our key brand pillars of Art, Music and Street Culture, Brand Heat and Energy Marketing initiatives, Brand partnerships and strategic consumer frameworks. They will establish the blueprint and proof of concept for Global Brand Marketing at Vans - from setting brand and category strategy to MarketingGTM, briefing and creation processes - while partnering with the regional, insights, product, merchandising, creative, digital and communications teams with the goal of driving results for both consumer acquisition and retention in every initiative.
How You Will Make a Difference
What you will do:
By bringing a positive, curious and open mindset, you will partner with the Global CMO, VP of Brand Marketing, VP of Creative, Head of Marketing Ops and Analytics, Head of Brand Comms, Regional Marketing and Creative teams and other members of the Vans cross-functional extended leadership team including footwear, apparel, strategy, digital, legal and finance - to drive alignment on our strategic Brand initiatives, Brand DNA and Brand Pillars, launch key brand projects in alignment with our pillars tied to the goal of shifting culture and establish our Energy Strategy.
You will be instrumental in helping the CMO and VP of Marketing in resetting the Global Brand Management function at Vans executing new GTM processes and driving work from cultural and consumer insight to integrated brief, creation to execution, launch to optimization, and results to retrospective. Operating as center of the Marketing hub across a number of consumer projects, leading a cross functional team against a clear set of objectives and strategies for each project you will always put our consumer, creativity and culture at the forefront. Throughout the Brand Management program you will need to identify, establish and optimize a new set of success metrics including MROI, acquisition, retention, churn, AOV and LTV.
You are responsible for strategic brand storytelling through brand campaign and cultural content, working across product, sports marketing and creative teams to uplift seasonal initiatives. You will be responsible for our cultural lifestyle brand pillars (music, art, street culture etc.) and develop and cultivate programs and relations with key influencers to elevate the brand. You will also oversee the strategic development and evolution of experiential brand platforms and programs inclusive of brand campaigns and content, cultural lifestyle pillars and brand experience.
Your scope will include:
!
Develop regionally and culturally relevant brand campaign strategies inclusive of action sports, lifestyle, and product marketing
!
Establish and manage global cultural lifestyle pillar strategies and programs in music, art and street culture akin to action sports programs
!
Drive connectivity and leverage the relationship between brand campaign, experiences, influencers, platforms, pillars and content
!
Innovate through digital marketing
!
Evolve Vans strong-tie marketing programs and global brand experience across platforms and all consumer touchpoints
!
Champion brand DNA, purpose and promise, uplifting creative expression across the organization
!
Actively partner with global Consumer Insights and Marketing Analytics on brand health tracking, qual/quant testing and macro trends to develop global brand vision and establish meaningful cultural thought leadership
!
Establish and drive new opportunity spaces for the brand across emerging culture and consumer groups
!
Develop, improve and
!
Operate as center of the Marketing hub across a number of consumer projects, lead a cross functional team against a clear set of objectives and strategies for each project, always put our consumer, creativity and culture at the forefront, and lead your direct reports to help drive work forward in partnership with you
!
Identify, establish, develop and optimize evolving success metrics including MROI, acquisition, retention, churn, AOV and LTV
How you will do it:
You will operate with relentless positivity and drive a culture rooted in teamwork and collaboration. You act with integrity, transparency, honesty, openness, curiosity, kindness and authenticity. As a public extension of the brand and extension of the CMOs personal brand, it is critical that you not only understand cultural dynamics but also bring a commensurate amount of respect, experience and professionalism to the role without losing the things that make you, YOU and that make the marketing team better because youre on it. Have an awesome sense of humor? Please feel free tell us jokes all day long. Love dogs? We will make you a mug with your pets picture on it for your first day. At Vans we bring our authentic selves to work and take pride in a job well done, day after day.
What success looks like:
Our team is better when you are a part of it and the global marketing organization feels and operates like a true team with clear accountabilities, objectives and success metrics. Ultimately your actions will impact our consumer in way that drives long term Brand Love and deep emotional connectivity for creating consumers who will be Vans fans for life. People from across the Vans organization want to work with the Marketing team because they love working with you. And you end up staying at Vans for a very long time because you love it so much like many, many other members of the long-tenured Vans family.
Free To Be, Inclusion & Dive