Vans: Manager, Retail Marketing (Americas)

About the role

The Retail Marketing Manager, Americas plays a pivotal role in driving incremental traffic, engagement, and conversion in brick-and-mortar retail, with primary accountability for the U.S. market and scalable activation across Canada and Mexico.

Responsibilities

• Own and deliver a holistic Retail Marketing strategy for the U.S., with clear objectives tied to store traffic lift, engagement, and conversion, and frameworks that can be scaled across Canada and Mexico.
• Actively participate in the regional Go-To-Market process, ensuring Global Marketing stories and product moments come to life in retail through seasonal launches, activations, promotions, and elevated in-store experiences.
• Define and evolve a segmentation strategy across the Americas retail fleet, tailoring activations and experiences based on store type, market, consumer profile, and community relevance.
• Link retail activations to digital ecosystems (including Vans Family), ensuring physical retail experiences are amplified through content, community engagement, and loyalty-driven touch points.
• Stay deeply connected to macro and micro trends in retail, youth culture, action sports, and street culture, translating insights into innovative retail experiences that feel authentic and timely.
• Concept and deliver memorable, immersive retail experiences that engage consumers emotionally and sensorially, reinforcing Vans' brand ethos and encouraging repeat visitation.
• Build strong partnerships across regional and global brand pillars, Retail Operations, and Field teams to unlock hyper-local activations, community moments, and market-specific opportunities.
• Lead and support strategic initiatives tied to the future of Vans retail, including new store concepts, pilot programs, and next-generation retail experiences, ensuring learnings inform both regional and global best practices.

Requirements

• Progressive marketing experience, with significant focus on retail marketing, brand marketing, or consumer experience, preferably within apparel, footwear, or youth-culture driven brands.
• Proven ability to drive measurable brick-and-mortar retail traffic through integrated marketing strategies, store activations, and localized experiences.
• Deep understanding of the U.S. retail landscape, including diverse consumer segments and store formats, with experience developing programs that can scale across Canada and Mexico.
• Strong experience translating global brand strategies into regionally relevant retail execution, balancing consistency, speed, and local nuance.
• Highly skilled in cross-functional leadership and influence, with the ability to partner effectively across Global and Regional Marketing, Retail Operations, Merchandising, Digital, Creative, and Field teams.
• Comfortable operating in a matrixed organization, with experience navigating dotted-line relationships and aligning regional priorities with global direction.
• Strategic and analytical thinker with the ability to use traffic data, performance metrics, consumer insights, and cultural trends to shape decisions and demonstrate impact.
• Strong project and program management capabilities, able to manage multiple initiatives and timelines in a fast-paced, dynamic environment.
• Creative and consumer-obsessed mindset, with a passion for building immersive, culturally relevant retail experiences that drive engagement and repeat visitation.
• Natural collaborator and communicator, able to clearly articulate strategy, inspire partners, and bring teams along the journey.
• Deep passion for Vans, street culture, action sports, and the evolving role of physical retail as a brand-building and community platform.

Qualifications

• 5-7+ years of experience in marketing, preferably within apparel, footwear, or youth-culture driven brands.
• Education in a related field is not required, but formal education is preferred.

Skills

• Marketing Strategy Development
• Brick-and-Mortar Retail Experience Creation
• Segmentation and Targeting
• Global Brand Execution
• Collaborative Leadership
• Project Management
• Consumer Insights Analysis
• Brand Storytelling
• Community Engagement
• Store Activation Planning
• Performance Metrics Interpretation
• Future Retail Trends Awareness

Benefits

• Competitive Compensation Package
• Strong Benefits Program
• 401(k)
• Medical, Dental, Vision Insurance
• Additional Compensation Awards Eligibility

Pay

$95,440.00 USD - $118,800.00 USD annually

Schedule

TBD