Vans: Senior Manager, Media Strategy

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?

As the Sr. Manager, Media Strategy, you will work directly with the Americas Marketing team, leading the strategy, execution, and optimization of all paid media efforts, reporting into the Director, Digital Marketing. Your day will involve leading a team of paid media associates and agency partners to collectively drive brand awareness, product consideration, and revenue growth to meet our full-funnel business priorities. Collaborating closely with marketing, e-commerce, and finance leadership to align on business objectives and form strategic planning and performance targets. You’ll review campaign performance and make high-impact decisions on budget allocation across all paid media channels including social, search, programmatic, affiliate, and emerging platforms.

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

• Strategy and Execution: Lead integrated media strategy and execution across the U.S. and Canada, spanning social, search, video, Connected TV, audio, and out-of-home. Align media plans with regional business objectives and global brand strategy to drive brand awareness, product consideration, and measurable sales impact.
• Media Investment and Impact: Manage a multi-million-dollar media budget, making strategic allocation decisions to maximize ROI. Track performance against ambitious traffic and revenue goals, present weekly insights to leadership, and continuously optimize campaigns to meet or exceed forecasts.
• Measurement and Innovation: Partner with external measurement and analytics teams to evaluate media effectiveness using metrics such as MROI, incrementality, and attribution. Lead experimentation with new ad formats, emerging platforms, and media measurement capabilities to drive growth and maintain a competitive edge.

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 7-10 years of related experience and professional achievements. 

The foundation skills you will need in this position are:

• 7-10 years of direct-to-consumer brand and performance media experience
• High proficiency in digital and social media networks: Facebook, Instagram, TikTok, Snapchat, Pinterest, Google, CTV, audio
• Traditional media buying experience: OOH, TV, print
• Performance marketing (acquisition and retention) strategy, execution, and optimization
• Advanced analytics and measurement skills; managing measurement towards KPI's
• Experience with budget management

There are also a few skills that are not required but preferred.

• Experience with lifestyle apparel/footwear brand is a plus
• Understanding of Canadian market is a plus

Now WE have a question for YOU.

Are you in?

Hiring Range:

$125,280.00 USD - $156,600.00 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.

Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on