Director, Media (Vans Global)

At Vans, every conversation we have with our consumers is a meaningful representation of our purpose to enable and inspire creative self-expression. The primary vehicle to reach and engage our consumers is through paid and performance media and organic social. As the Global Director, Media you will drive Global media strategy and Americas execution to balance broad reach marketing, digital first experiences and performance marketing to build brand love and drive conversion. You will lead an expert team in managing a thoughtful paid media strategy and consumer communications through our organic social media platforms.

Join the Vans Family

Vans® is the original action sports footwear company, rooted in authenticity and creativity. Founded in 1966, we have thrived on a legacy of impacting our greater community through four pillars: action sports, music, art and street culture. We are constantly inspired by the creative voyagers within our company and community. For them, creativity is about the journey, not just the output. Our mission is to empower everyone to use creativity to discover themselves. Our vision is to create a world where anyone can be their unique self.

At Vans, our culture sets us apart and influences everything we do. We are driven by our five values: We have HEART – also referred to as the “Van Doren Spirit”. We are relentlessly CURIOUS about our consumers and the world around us. We are UNAPOLOGETICALLY AUTHENTIC and whole heartedly believe the most “Off the Wall” thing you can do is be yourself. We are driven by a spirit of INGENUITY. And we are passionate about local COMMUNITIES. And most of all, we are a family that has fun together.

At Vans we empower creative exploration and inspire youth culture through a commitment to inclusivity. We welcome anyone and everyone into our global family and proudly celebrate and environment where individuality is embraced, equal opportunities thrive, and everyone is empowered to reach their greatest potential.

By joining our family, you will be immersed in an environment of incredibly supportive and collaborative people. We work hard across a multitude of initiatives to bring the Van Doren Spirit to life. We live for what we do.

How You Will Make a Difference

What you will do:

• Develop and execute a testing roadmap to uncover best performing audience segments, creative, tactics and messaging.
• Manage Paid Media budgets to ensure spending stays in line with regional forecasts. Paid media budgets include video, paid social, paid search, traditional media, display and affiliate channels.
• Partner with Global and Regional counterparts to bring brand stories to life through a consumer journey that is informed by consumer behavior, partner/platform insights, data, and reporting.
• Develop and implement a comprehensive global media strategy, aligning various media channels to enhance brand visibility and performance.
• Be an agile leader who drives the overall media portfolio, performance marketing and brand media to drive brand elevation and growth in the short- and long-term.
• Oversee all paid media channels for the brand, full funnel across consumer objectives and touchpoints.
• Lead paid media, performance media and organic social media teams (inclusive of agencies) who manage brand, lifestyle and action sports initiatives.
• Partner with sales channels to develop clear perspective on the needs of each business and align on how sales targets can be met through paid support.
• Manage relationship with media agency and lead operational and financial conversations, including staffing, agency reviews, billing, reconciliations, etc.
• Partner with external agencies to help define the holistic paid media strategy.
• Devise and execute Americas specific media strategy, balancing local nuances with global objectives, to drive targeted reach, engagement, and measurable business impact.

How you will do it:

• Continually evaluating and optimizing the performance of campaigns in real time and communicate learnings / insights to the broader team to inform future campaigns. This includes campaign wrap ups, month-end, quarterly reports, seasonal/yearly deep dives, and MROI analysis.
• Providing feedback and direction for paid media and organic social to Global and Regional cross functional partners during key go-to-market milestones.
• Staying up to date on all consumer trends, media trends and new/developing platforms.
• Staying focused on consumer acquisition and retention utilizing audience segmentation and testing.
• Working with internal marketing teams and external media buying agencies you will deliver best-in-class yearly plans to maximize impact in media channels and drive the business.
• Establishing control-related standards and procedures to ensure financial accuracy across the team.

What success looks like:

• Achievement of business objectives / campaign KPI’s / Ecom + Total Business Revenue Goals
• Strong collaboration and alignment with Global and Regional cross functional partners
• Optimization of media spend across consumer acquisition & reengagement channels with a focus on efficient growth

Free To Be, Inclusion & Diversity

As a mission-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills For Success

Years of Related Professional Experience: 10+ years

Educational Position Requirements:

A formal education and subsequent undergraduate/graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.

What we expect you already know:

• Must have passion for and deep understanding of omni channel marketing and media buy across all channels, full funnel.
• Must be able to plan and optimize digital communications strategy through data insights
• Working knowledge of platforms Including YouTube, Facebook/Instagram, Snapchat, TikTok, and new emerging platforms.
• A strategic leader with a deep understanding of how to balance the goal of rapid growth of brand awareness with an emphasis on driving positive ROI from a highly optimized mid-low funnel.
• Digital first mindset
• You have a track record of scaling and developing high-performing and fulfilled marketing teams
• You possess keen analytical skills, with the ability to turn complex datasets into insights that drive strategies and solutions.
• Experience and expertise in media buy, with expertise of performance media tactics and brand media buy and campaigns.
• A natural team player, with a strong track record of cross-functional leadership and partnership.

VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Perservere.

What’s In It For You

We’re in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That’s why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we’re the total package. Go to MyVFBenefits.com and click on “Looking to Join VF?” to learn more.

Our Parent Company, VF Corporation

VF is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish through our family of iconic outdoor, active and workwear brands. At the heart of our journey lies our company-wide purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. It’s the reason we come to work every day. It’s a commitment shared by our global associates across all brands. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at vfc.com

We just have one question. Are you in?

Pay Range:

$146,880.00 USD - $220,320.00 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.

Long_Term_Incentive:

This position is eligible to be nominated annually to participate in a Long-Term Incentive Plan. Specific details of the plan 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 www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.

Please note, our pay ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.