Vans: Senior Manager, Media Strategy

What will you do?

As the Sr. Manager, Media Strategy, you will work directly with the Americas Marketing team, leading the strategy, execution, and optimization of all paid media efforts, reporting into the Director, Digital Marketing. Your day will involve leading a team of paid media associates and agency partners to collectively drive brand awareness, product consideration, and revenue growth to meet our full-funnel business priorities. Collaborating closely with marketing, e-commerce, and finance leadership to align on business objectives and form strategic planning and performance targets. You’ll review campaign performance and make high-impact decisions on budget allocation across all paid media channels including social, search, programmatic, affiliate, and emerging platforms.

Strategy and Execution

• Lead integrated media strategy and execution across the U.S. and Canada, spanning social, search, video, Connected TV, audio, and out-of-home.
• Align media plans with regional business objectives and global brand strategy to drive brand awareness, product consideration, and measurable sales impact.

Media Investment and Impact

• Manage a multi-million-dollar media budget, making strategic allocation decisions to maximize ROI.
• Track performance against ambitious traffic and revenue goals, present weekly insights to leadership, and continuously optimize campaigns to meet or exceed forecasts.

Measurement and Innovation

• Partner with external measurement and analytics teams to evaluate media effectiveness using metrics such as MROI, incrementality, and attribution.
• Lead experimentation with new ad formats, emerging platforms, and media measurement capabilities to drive growth and maintain a competitive edge.

What do you need to succeed?

• 7-10 years of direct-to-consumer brand and performance media experience
• High proficiency in digital and social media networks: Facebook, Instagram, TikTok, Snapchat, Pinterest, Google, CTV, audio
• Traditional media buying experience: OOH, TV, print
• Performance marketing (acquisition and retention) strategy, execution, and optimization
• Advanced analytics and measurement skills; managing measurement towards KPI's
• Experience with budget management

Foundation Skills

• Experience with lifestyle apparel/footwear brand is a plus
• Understanding of Canadian market is a plus