Senior Manager, Retail Marketing

About This Role

This role will evolve the consumer experience across Vans' retail locations by leading the DTC Retail Marketing vision and visual merchandising strategy. It involves understanding consumer insights and shopping behaviors to enhance the retail experience and ensure brand consistency.

Responsibilities

• Develop, drive, and own the DTC Retail Marketing vision and visual merchandising strategy for stores, brand, and all product categories to fuel business growth and brand equity across Vans’ Americas Owned & Operated Stores and Outlets
• Build, drive, and monitor Americas retail marketing plans and tools related to store openings, store re-fits, traffic driving and retail engagement initiatives, window displays, omni-channel marketing, and visual merchandising
• Monitor and report on KPIs (e.g., sales, traffic, conversion) to evaluate campaign effectiveness and inform future retail strategies & initiatives
• Oversee retail marketing budgets, ensuring optimal ROI and cost-effective operations to meet aligned KPIs
• Work closely with Brand Management, Media, Digital Marketing, and Creative to ensure that campaigns, plans, and tools are aligned across all channels
• Partner with Global Retail Marketing lead and AMER/EMEA/APAC Retail brand teams to leverage knowledge and share best practices globally
• Manage relationships with key WHS retail partners and vendors to enhance brand presence and support co-marketing efforts

Requirements

• Bachelor's degree or higher in Business, Marketing or related field or equivalent
• 7-9 years of experience with professional achievements in retail marketing
• Strong understanding of retail operations, consumer behavior, and omni-channel strategies
• Proficient in data analysis (ROI, KPI tracking) and project management
• Strong strategic thinking, with the ability to develop and execute a comprehensive, integrated omni-channel retail marketing strategy
• Demonstrated experience with navigating multiple stakeholders and gaining alignment at the executive level
• Proven collaboration skills, with the ability to work effectively with cross-functional teams and external partners
• Excellent leadership, negotiation, and presentation skills
• Entrepreneurial attitude with demonstrated agility and adaptation to change in business needs or direction
• Ability to stay updated on market trends, competitor activities, and industry best practices

Qualifications

• Bachelor's degree or higher in Business, Marketing or related field or equivalent combination of education and experience
• 7-9 years of professional experience in retail marketing

Nice to Have

• Experience in global fashion, lifestyle, or sport brands
• Large fleet, vertical retail, and store opening experience
• Creative agency management and visual merchandising and storytelling experience

Benefits