VF: Senior Manager, Culture and Innovation

As the Senior Manager ( NORA ) of Culture Innovation, you will be responsible for shaping VF Corporation’s culture innovation vision and driving its execution across our portfolio of brands in North America ensuring that each initiative aligns with VF’s leadership in cultural connection, relevance, creative innovation and strategic impact. This role will serve as a unifying force, fostering collaboration among VF brands while amplifying their unique identities. With an emphasis on cultural innovator connections and relationship management, you will lead the charge in connecting and positioning VF’s brands at the forefront of culture in North America.

How You Will Make a Difference

Strategic Leadership

•         Develop and execute strategies and plans for VF brands, balancing creative excellence with measurable business impact.

•         Shape regional marketing strategies, leverage cultural connectivity and insights to create inspiring and engaging experiences that resonate with NORA cultural innovator communities.

•         To be the lead and embedded as a genuine part of the cultural innovator community in NORA.

Creative Excellence and Cultural Relevance

•         Lead with visionary thinking to push the boundaries of cultural innovation, redefining what is possible in consumer engagement and storytelling.

•         Act as a cultural tastemaker for VF, gathering regional insights and shaping the future of cultural relevance in the NORA marketplace.

Relationship management

•         Bring together and manage the network of our most influential cultural innovators in NORA across all brands connected to one centralized function.

•         Cultivate relationships with world-class creatives and industry leaders, ensuring VF brands partner with the best in design, art, and entertainment.

•         Leverage the centralized network of talent in the CI ecosystem for cross brand opportunities.

Metrics and Accountability

•         Define success through cultural resonance, consumer engagement, and brand desire.

•         Foster a culture of accountability and excellence, leading a high-performing team and building an environment of collaboration and creativity.

How you will do it:

•         Cross-Functional Collaboration: Build strong relationships with internal and external stakeholders to seamlessly execute brand strategies and plans.

•         Strategic Influence: Act as a strategic partner to individual brand teams, ensuring VF brands collectively achieve cultural leadership and innovation.

•         Resource Management: Efficiently manage resources, including budgets, timelines and agencies to maximize impact while maintaining high standards.

What success looks like:

•         VF brands gain a hyper connectivity and relevance in the global cultural innovator communities.

•         Increased consumer engagement and brand desire across multiple VF brands.

•         Industry acknowledgment of VF as a leader in culturally impactful and innovative marketing.

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: 5+ years

Educational Position Requirements:

A formal education in marketing, business, or related fields is helpful, but we value demonstrated expertise and career achievements above all.

What we expect you already know: 

• Proven experience in relationship and brand management.

• A track record in the management of high-touch brand experiences, collaboration and ambassador marketing.

• Expertise in navigating complex, cross-func