Vans: Director, Retail Marketing, Global Brand

What Will You Do?

The Global Brand Retail Marketing Director is accountable for driving a cohesive brand expression and consumer journey across all VANS brick & mortar retail doors, including all retail experiences and wholesale partner co-branded retail activations. This leader must creatively bring the brand to life in all physical environments, ensuring a consistent, compelling, and commercially effective consumer experience across all VANS retail doors.

This role owns the global retail marketing and visual merchandising strategy, translating brand narratives and seasonal priorities into impactful in-store storytelling, standards, and execution frameworks. While global in scope, this role will be primarily focused on leading AMER regional retail marketing & execution, which is the largest and most important retail channel globally.

Global Retail Marketing & Visual Merchandising Strategy

• Define the role of retail within the broader brand and integrated marketing ecosystem, ensuring alignment to global brand strategy and seasonal priorities by setting the global retail marketing and visual merchandising strategy across VANS retail and wholesale environments.
• Develop, execute and ensure the implementation of evergreen and seasonal go-to-market processes for retail, providing clear direction to cross-functional partners on in-store priorities, storytelling, and design needs to ensure aligned execution.
• Seasonal In-Store Storytelling
  • Lead the development and execution of seasonal retail marketing strategies & priorities that elevate the in-store experience across full-price, outlet, and wholesale partner environments.
    • Translating global brand narratives and campaign priorities into compelling in-store storytelling—across floor sets, windows, and experiential moments—that supports key product moments, franchise focus, and commercial objectives.
• Visual Merchandising Standards & Systems
  • Establish global VM standards, principles, and guidelines while developing scalable, modular toolkits that ensure brand consistency across store formats and regions, reduce duplication, and enable rapid regional execution.
  • Work closely with the field visual merchandising team who reports into the Retail organization
• VANS Retail & Wholesale Retail Integration
  • Partner closely with VANS Retail, Wholesale, and Marketplace teams to ensure retail marketing and VM support channel-specific needs while maintaining a cohesive brand experience.
  • Support wholesale partners with clear retail execution frameworks, tools, and assets aligned to global brand standards.
• Cross-Functional GTM Alignment
  • Work in lockstep with Brand Management, Creative, Integrated Marketing, Digital, and Product Merchandising teams to align retail execution to the global GTM calendar.
• Performance & Optimization
  • Define and track retail marketing and VM effectiveness, including traffic, conversion, sell-ePS (revenue per square foot), and execution quality—using insights and regional feedback to optimize future retail concepts and standards.
• Team & Capability Leadership
  • Lead and develop a global retail marketing and VM organization with strong creative, commercial, and operational capabilities.

What Do You Need to Succeed?

• Deep expertise in visual merchandising, retail storytelling, and physical brand experiences.
• Ability to translate brand strategy into commercially effective in-store execution.
• Strong planning and operational skills across seasonal retail calendars.
• Comfort working within defined standards, governance, and decision rights.
• Strong understanding of the "who," "what," "where," "when," and "why" behind shopper purchasing behavior throughout the entire shopping journey.
• Knowledge of the consumer needs, wants, and motivations of the end-user of footwear, apparel, & accessories.
• Strong cross-functional leadership and stakeholder management skills.
• Ability to influence regional teams and partners without direct authority.
• Understanding of retail KPIs and how VM, consumer styling, usage occasions, and retail marketing drive performance.

What Do We Offer You?

• Extensive development and growth opportunities for your current and future positions.
• A competitive compensation package.
• A strong benefits package that includes medical, dental, vision, and 401(k).
• Foster a diverse and inclusive culture based on respect, connection, and authenticity.

Hiring Range

$171,072.00 USD - $213,840.00 USD annually

Incentive Potential

This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.

Benefits at VF Corporation

You can review a general overview of each benefit program offered, including this year's medical plan rates on MyVFbenefits.com and by clicking Looking to Join VF?. Detailed information on your benefits will be provided during the hiring process.

Equal Employment Opportunity

We are committed to providing equal employment opportunities for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws.