Senior Product Manager, Consumer Acquisition and Personalization

At VF, we strive to foster a culture of belonging based on respect, connection, openness, and authenticity.  So, before we get to the job details, take a minute to learn a little more about us – our values and our culture - visit VF Careers or www.vfc.com.

What will you do?

A day in the life of a Senior Product Manager, Consumer Acquisition and Personalization at VF looks a little like this.

We are seeking a product leader to drive growth by acquiring new consumers efficiently and delivering personalized, high��impact experiences across digital touchpoints. This role sits at the intersection of growth marketing, product, data, and technology, owning the end‑to‑end strategy for scaling acquisition while increasing engagement, conversion, and lifetime value through personalization. 

The ideal candidate blends analytical rigor with customer empathy, understands experimentation and audience strategy, and can translate data into actionable experiences across channels. They are also well versed in utilizing AI to identify, acquire, engage, and retain consumers, while building experimentation and personalization capabilities that continuously optimize performance and customer relevance. 

Let’s break down that day-in-the-life a bit more.

Consumer Acquisition (Growth & Scale) 

• Own the end‑to‑end acquisition capabilities as product features, not campaigns or one‑off optimizations. 

• Optimize full‑funnel performance using predictive modeling, audience scoring, and AI-assisted optimization. 

• Data obsessed using data to identify high-impact, revenue aligned use cases 

• Partner with Product, Engineering, and Data Science to design, build, and scale durable AI systems to improve CAC, ROAS, activation and conversion rates. 

• Manage agency and platform relationships as needed. 

Personalization Strategy and Execution  

• Define and scale a personalization vision across web, mobile, lifecycle, and in‑product experiences. 

• Leverage first‑party data, predictive signals, and segmentation to deliver individualized experiences in real time. 

• Influence technical architecture to support real‑time signals, event‑driven decisions, and continuous learning loops. 

• Evaluate and operationalize personalization and experimentation tools (CDPs, experimentation platforms, AI/ML solutions). 

AI, GenAI & Experimentation 

• Deliver AI outputs to accelerate consumer acquisition and personalization at scale such as: 

• Predictive intent, propensity, and value modeling 

• GenAI‑assisted content, messaging, and experience generation 

• Recommendation engines and next‑best‑experience systems 

• Real‑time context‑aware personalization and decisioning 

• Ensure experiences are consistent, ethical, privacy‑safe, and aligned with brand standards 

• Use from AI performance and analytics to shape product strategy and prioritization. 

• Embed experimentation directly into AI‑powered product flows to drive continuous improvement. 

What do you need to succeed?

We all have unique skills that we bring to work and celebrate every day. For this role, there are foundation skills you’ll need to succeed and excel. Additionally, while formal education in a related field is great to have, we are most interested in your years of experience and professional achievements.

The foundation skills you will need in this position are:

• 5+ years of experience in consumer growth, acquisition, personalization, or digital product growth. 

• Strong understanding of digital marketing channels, customer journeys, and growth funnels. 

• Demonstrated experience applying AI or advanced analytics to marketing or product growth problems. 

• Hands‑on experience with personalization, experimentation, or optimization platforms. 

• Deep comfort with data: analytics, dashboards, and performance measurement. 

• Proven ability to work cross‑functionally and influence without authority. 

• Excellent communication and storytelling skills. 

There are also a few skills that ar