Vans: Manager, Retail Marketing (Americas)

Now that you’ve found the job description, what’s next?

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, Retail Marketing (AMER) at Vans looks a little like this. The Retail Marketing Manager, Americas plays a pivotal role in driving incremental traffic, engagement, and conversion in brick‑and‑mortar retail, with primary accountability for the U.S. market and scalable activation across Canada and Mexico.

This role leads the development and execution of integrated retail marketing strategies that translate global brand stories into compelling, localized, and culturally relevant store experiences. In close partnership with Regional and Global Marketing, Retail Operations, Merchandising, Digital, and Community teams, this role ensures Vans retail stores are destinations - not just points of sale - where consumers are inspired, immersed, and motivated to return.

The role reports directly to the Head of Marketing, Americas, with a dotted‑line relationship to the Director of Global Retail Marketing to ensure strong global alignment and scale.

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

• Own and deliver a holistic Retail Marketing strategy for the U.S., with clear objectives tied to store traffic lift, engagement, and conversion, and frameworks that can be scaled across Canada and Mexico.

• Actively participate in the regional Go‑To‑Market process, ensuring Global Marketing stories and product moments come to life in retail through seasonal launches, activations, promotions, and elevated in‑store experiences.

• Define and evolve a segmentation strategy across the Americas retail fleet, tailoring activations and experiences based on store type, market, consumer profile, and community relevance.

• Link retail activations to digital ecosystems (including Vans Family), ensuring physical retail experiences are amplified through content, community engagement, and loyalty-driven touch points.

• Stay deeply connected to macro and micro trends in retail, youth culture, action sports, and street culture, translating insights into innovative retail experiences that feel authentic and timely.

• Concept and deliver memorable, immersive retail experiences that engage consumers emotionally and sensorially, reinforcing Vans’ brand ethos and encouraging repeat visitation.

• Build strong partnerships across regional and global brand pillars, Retail Operations, and Field teams to unlock hyper‑local activations, community moments, and market‑specific opportunities.

• Lead and support strategic initiatives tied to the future of Vans retail, including new store concepts, pilot programs, and next‑generation retail experiences, ensuring learnings inform both regional and global best practices.

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 5-7+ years of experience and professional achievements. 

The foundation skills you will need in this position are:

• Progressive marketing experience, with significant focus on retail marketing, brand marketing, or consumer experience, preferably within apparel, footwear, or youth‑culture driven brands.

• Proven ability to drive measurable brick‑and‑mortar retail traffic through integrated marketing strategies, store activations, and localized experiences.

• Deep understanding of the U.S. retail landscape, including diverse consumer segments and stor