Senior Manager, Global Product Marketing Strategy

Vans - Cypress, CA

Posted: January 5th, 2021


As Senior Manager, Global Product Strategy (Special Projects), your global marketing acumen, cultural connectivity and personal creativity will be put to use in enabling our audience to further connect with the uniqueness and authenticity of the Vans brand worldwide, ultimately driving our strategic global brand and business objectives. You will be leveraging targeted consumer insights to develop emotionally compelling messages, oversee the development of integrated global marketing strategies and empower our regional counterparts in the execution of breakthrough product marketing campaigns for Special Projects that inspire as they unfold across all touch points along the consumer journey to attract new consumers to the brand, convert new buyers to loyalists and reward our most faithful.

You will partner with global Product, Brand and Sports Marketing, Brand Comms, Legal, Creative and regional Marketing teams as well as key external stakeholders to develop marketing strategies and tools that our regional counterparts can execute, ensuring Vans’ global consistency while enabling local relevancy, to drive brand energy and buzz through global Special Projects in partnership with key wholesale partners. Your influence on how our brand, products and creative platforms come together digitally and in real life will unify the online to offline consumer journey.

It is crucial that your energy and work thrives in a planning culture. If you choose to join the Vans Family, you must share our vision of progressing global youth culture by empowering creative expression worldwide.

How You Will Make a Difference:

  1. You will define the strategic global marketing approach that will supercharge the effectiveness of Vans’ energy driving Special Projects for our most aspirational customers and consumers
  2. Leverages deep consumer insights to identify and prioritize seasonal key stories and oversees development of integrated product marketing campaigns with accurate regional budgetary guidance to promote hero stories across all marketing mediums, online to offline
  3. Defines marketing development integration within the global go-to-market process, consistently providing best-in-class deliverables (briefs, marketing plans, strategies, etc.) against all key GTM milestones to hit all planning, sell-in and sell through needs for global in-line, quickstrike and SMU/OMU Special Projects
  4. Effectively presents ideas, plans and concepts for review and collaboration with internal cross-functional partners and external stakeholders (licensing and collaboration)
  5. Manages annual budget process within scope and measures marketing return on investment of all Special Projects while maintaining continuous communication with category and regional peers across all Vans divisions
  6. Works closely with regional Marketing teams to support execution of global product marketing strategies across all Vans product classifications, footwear, apparel and accessories for men, women and kids
  7. Your diverse experiences and background enable you to provide a unique perspective to fuel our global growth. Additionally, you are inclusive and value differing points of view.
  8. Identifies and organizes relevant resources to achieve project objectives

Skills for Success:

Years of Related Professional Experience: 8-10 years

Educational/ Position Requirements:

  • Bachelor’s Degree - or equivalent from a four-year college - or 5+ years related experience and/or training in youth marketing, fashion/streetwear and/or action sports marketing with a digital emphasis - or equivalent combination of education and experience
  • Must have passion for and deep understanding of all things digital marketing, especially use of social media platforms and mobile
  • Proficient computer skills, Microsoft Office, Keynote, Mac
  • Fashion/streetwear industry experience and passion a must, global experience preferred
  • Strong interpersonal skills
  • Strong verbal and written communication skills
  • Detail oriented and able to multi-task
  • Ability to work/communicate throughout all levels of the organization, including senior leadership. Works collaborative across the organization.
  • Strategic mindset and ability to understand, assess & problem solve
  • Ability to work independently with minimal supervision and acquire new knowledge as necessary for tasks or projects

Special Physical and/or Mental Requirements:

  • Travel by air and overnight, as required 25-35% amount of time.
  • Willing and able to work additional hours as needed
  • Bend, lift, open and move product and related office items varying in weight from 1 to 25lbs, depending on need


Job Details

Seniority Level:

Mid-Senior level


  • Retail 
  • Apparel & Fashion

Employment Type:


Job Functions:

  • Art/Creative 
  • Management 
  • Marketing

About Vans

Vans, the original action sports footwear and apparel company, is a brand of VF Corporation (NYSE: VFC). Vans collections include authentic footwear, apparel and accessories, snowboard boots and the Pro-tec line of protective gear and are sold in the United States through more than 250 company owned stores as well as independent retailers. Internationally, Vans sells its goods in approximately 70 countries through a network of subsidiaries, distributors and foreign offices. Headquartered in Cypress, California, Vans employs more than 350 at our corporate office and distribution center.

Vans promotes action sports lifestyle and youth culture through support of athletes on boards and bikes all over the globe and through progressive events such as the Vans Triple Crown of Surfing® the Vans Downtown Showdown, the Pro-tec Pool Party and the Vans Warped Tour®