JanSport: Director, Marketing

Responsibilities

• Lead the global marketing strategy and annual plan, connecting consumer insight, brand priorities, product stories, distribution opportunities, and business goals.
• Turn the JanSport priorities into integrated campaigns, launch plans, partnerships, and experiences that build brand affinity and demand.
• Lead strategies for full funnel seasonal campaign development across earned, owned, paid, retail, wholesale, ecommerce, social, influencer, and experiential channels.
• Build a clear understanding of current and future consumers through cultural intelligence, market research, behavioral data, and performance insights, then translate learning into focused action.
• Set clear measures of success, evaluate brand and commercial performance, and use learning to improve investment choices, creative effectiveness, and future plans.
• Champion responsible use of artificial intelligence across marketing workflows, including insight synthesis, audience understanding, content development, personalization, testing, measurement, and team productivity, with strong human judgment, data privacy, brand safety, and accuracy standards.
• Create strong global alignment by setting strategy, messaging frameworks, tools, and ways of working that regional teams can adapt with local relevance.
• Lead, coach, and develop the marketing team, while managing agency partners, the global marketing budget, and cross functional delivery with clarity, accountability, and care.
• Maintain a forward looking view of culture, media, search, social platforms, commerce, creator ecosystems, and emerging technology to identify new ways for JanSport to earn attention and stay relevant.
• Build partnerships and collaborations that strengthen JanSport’s cultural credibility, extend reach, and support growth across core and expanding categories.

Requirements

• Formal education in marketing, business, communications, or a related field is valuable, but equivalent experience is also welcome.
• About 10 years of progressive brand marketing experience, including meaningful people leadership, will help you succeed in this role.
• Proven experience building global brand strategy and integrated marketing programs that strengthen cultural relevance, consumer connection, and business results.
• Strong consumer and commercial judgment, with the ability to connect brand health, market dynamics, channel needs, and financial outcomes.
• Experience leading full funnel marketing across brand, product, communications, media, social, creator, retail, ecommerce, and partnership channels.
• Demonstrated artificial intelligence competence, including the ability to select useful applications, guide teams in effective use, evaluate output critically, and establish responsible practices for privacy, intellectual property, bias, accuracy, and brand safety.
• Fluency in marketing measurement, experimentation, audience strategy, and insight translation, with the ability to turn complex information into clear choices.
• A strong track record of leading and developing teams, influencing senior partners, and creating accountability across a matrixed global organization.
• Excellent creative judgment and briefing skills, with the ability to protect a distinctive brand voice while welcoming regional and channel specific expression.
• Experience managing significant budgets, agency relationships, competing priorities, and complex programs with discipline and transparency.

Preferred

• There are also a few skills that are not required but preferred.
• Experience in a global consumer brand, apparel, accessories, footwear, lifestyle, youth culture, or active outdoor category.
• Experience with modern marketing technology, customer data, automation, social listening, digital asset management, and measurement platforms.
• Experience shaping creator, influencer, collaboration, licensing, or community led growth strategies.
• Experience guiding change in marketing organizations and building practical new ways of working across people, process, data, and technology.

Benefits

• Benefits at VF Corporation : You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com   and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.