Vans: Manager, Digital Content & Experience

Vans is the original brand rooted in the authentic lifestyle of skateboarding. We are driven by our mission to inspire and empower everyone to live “Off The Wall” – embracing the youthful spirit of freedom, non-conformity, and relentless progression. Yesterday’s “Off The Wall” moment is today’s new normal, and at Vans, we believe in constantly outdoing ourselves. Together with our communities across the globe, our vision is to push culture forward because we believe that the pursuit of progression never ends. We are constantly inspired by the future generation of positive catalysts within our community.  

So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. If you can see yourself working side-by-side with a team of people who think and live “Off the Wall,” Vans just may be the place for you.

To learn more about our values and our culture, visit Vans Careers or www.vans.com.

What will you do?

A day in the life of a Manager, Digital Content & Experience at Vans looks a little like this.

The Digital Content & Experience Manager is responsible for leading on‑site content and experience strategy across weekly, seasonal, and launch‑driven moments. Reporting into the Director of Digital Merchandising & Content, this role owns how brand storytelling, campaigns, and product narratives come to life across the ecommerce journey - balancing inspiration with performance.  This position is accountable for planning, execution, optimization, and measurement of on‑site experiences across homepage, navigation, and PDPs, using data and consumer insights to improve discovery, engagement, and conversion. The role partners closely with Brand Marketing, Merchandising, UX, Analytics, and Technology to deliver cohesive, consumer‑first digital experiences. This role balances strategic planning, hands‑on execution, and performance optimization, with a strong emphasis on ownership, cross‑functional alignment, and continuous improvement. 

Content, Experience & Journey Strategy 

• Own weekly, seasonal, and quarterly on‑site content and experience strategy aligned to brand priorities, merchandising strategies, and business goals 
• Define and evolve end‑to‑end consumer journeys across campaigns, category flows, and PDPs, ensuring clarity of intent, storytelling, and conversion paths 
• Develop and maintain a seasonal content and experience calendar supporting key launches, campaigns, and storytelling moments 
• Translate campaign and merchandising priorities into clear on‑site experience frameworks that guide execution across teams 
• Identify opportunities to improve discovery, storytelling, and customer experience through data, competitive insights, and behavioral trends 

Content Execution & Workflow Management 

• Manage end‑to‑end content and experience workflows, ensuring timely delivery, quality execution, and clear ownership 
• Lead planning and execution for product launches and key moments across homepage, navigation, PDPs, and supporting experiences 
• Partner with UX and Creative teams to ensure content placement, layout intent, and storytelling align to experience goals and design standards 
• Provide clear feedback and alignment on deliverables to maintain consistency with brand, experience, and performance expectations 

Performance, Analytics & Optimization 

• Own ongoing content and experience performance tracking, including weekly business reviews, product drops, and launch recaps 
• Monitor and evaluate engagement KPIs such as:  
• Bounce rate 
• Engagement / CTR 
• Scroll depth 
• Pages per session 
• Time on site 
• Conduct deep‑dive analysis to identify insights, opportunities, and optimization priorities 
• Lead A/B testing, experimentation, and personalization efforts in partnership with Analytics and Technology 
• Translate performance data into actionable recommendations that inform future planning and experience evolution 

Cross‑Functional Collaboration 

• Serve as a key partner to Brand Marketing, Merchandising, UX, Analytics, and Technology teams to deliver seamless, consumer‑centric experiences 
• Facilitate alignment through recurring meetings, planning sessions, and working forums 
• Ensure clear handoffs and shared accountability across teams from planning through execution and measurement 
• Incorporate competitive and industry benchmarking to maintain best‑in‑class digital experienc