Vans: Head of Regional Marketing, Americas

Costa Mesa, CA (On-site)

$168K/yr – $211K/yrSenior Level12+ years expFull time

Posted 2 weeks ago

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Job Summary

Own the AMER regional marketing engine for Vans, translating global brand priorities into regional go-to-market with retail and wholesale at the core, while balancing growth with brand integrity.

  • Growth ownership: regional media mix, budget governance, and performance across paid media, retail, and CRM with data-driven optimization.
  • Go-to-market integration: annual and seasonal planning, channel activations, and localization for local market impact.
  • Leadership & alignment: manage the regional team and agencies, aligning brand, media, digital and commercial functions to hit regional and global goals.

Job Description

Responsibilities
  • Regional Marketing Strategy & Execution - Own and deliver the Americas marketing strategy, translating global priorities into high-impact regional plans with paid media, CRM, wholesale marketing and retail marketing at the center of demand creation and conversion.
  • Paid Media Strategy & Performance - Lead regional paid media strategy across channels, optimizing investment allocation, audience targeting, and channel mix to maximize reach, efficiency, and return on investment.
  • AMER Marketing Budget Ownership – Develop, own and deploy the AMER marketing budget delivered from the AMER GM to deliver the regional financial goals and the Vans global marketing goals. Regional leader will have full control over paid media, wholesale and regional brand marketing budgets deployed in region. AMER Marketing leader will also interface with LATAM marketing team to develop its regional budget and priorities.
  • Channel Marketing Excellence - Partner closely with retail leadership to drive best-in-class retail and wholesale marketing programs that increase traffic, conversion, and in-store brand experience across owned and partner doors.
  • Integrated Planning & Operating Cadence - Lead annual, seasonal, and in-season planning aligned to global rhythms, ensuring media, retail, and GTM priorities are fully integrated and resourced.
  • Commercial & Go-To-Market Integration - Serve as the primary marketing partner reporting to the Americas Commercial GM, embedding marketing—particularly media, wholesale and retail activation—into GTM strategies across all consumer and customer touchpoints for the Vans brand.
  • In-Market Activation & Localization - Drive execution across channels, ensuring consistent brand expression while tailoring paid media, messaging, and retail programs for local relevance and impact.
  • Performance Management & Optimization - Own regional marketing results, with a strong focus on media performance, retail traffic, and conversion metrics , using data to drive continuous optimization.
  • Leadership & Cross-Functional Alignment - Lead the regional marketing team and agency ecosystem, ensuring tight alignment across brand, media, digital, and commercial teams to deliver against business objectives.
Vans logo

Vans

Vans is a globally iconic skate brand, forever 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 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, and we are constantly inspired by the future generation of positive catalysts. At Vans, our culture sets us apart and influences everything we do. We are driven by five values: 1.Effortless Authenticity: We embrace those who are unapologetically themselves.2.Radical Creativity: Creativity remains key to everything we do.3.Unconventional Community: We are inclusive and connected to our consumers, our communities and each other.4.Relentless Passion: We listen to our people, our athletes and our consumers.5.Playful Irreverence: We see through the eyes of youth and celebrate the underdog spirit, so we never take ourselves too seriously.VF Corporation VF Corporation is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish most through a family of iconic outdoor, active and workwear brands including Vans®, The North Face®, Timberland® and Dickies®. Our purpose is to power movements of sustainable and active lifestyles for the betterment of people and our planet. We believe that when you discover the difference between a career and a calling, you get so much more out of life. When those lines begin to blur, you start to limit yourself much less and start aiming for more. That’s what we want for everyone who joins us at VF. And frankly, that’s what it takes to thrive.

Founded in 1966
Costa Mesa, California, USA
9.7K employees (744 in marketing)