Vans: Director, Retail Marketing, Global Brand

Job Title

Vans: Director, Retail Marketing, Global Brand

Job Number: R-

Location

Costa Mesa

Job Summary

Global Brand Retail Marketing Director responsible for driving cohesive brand expression and consumer journey across all VANS brick‑and‑mortar retail doors, including retail experiences and wholesale partner co‑branded activations. Lead the global retail marketing and visual merchandising strategy, translating brand narratives and seasonal priorities into impactful in‑store storytelling, standards, and execution frameworks.

Key Responsibilities

• Define and execute the global retail marketing and visual merchandising strategy across all VANS retail and wholesale environments.
• Develop evergreen and seasonal go‑to‑market processes, providing clear direction to cross‑functional partners on priorities, storytelling, and design needs.
• Lead seasonal retail marketing strategies that elevate the in‑store experience across full‑price, outlet, and wholesale partner environments.
• Translate global brand narratives into compelling in‑store storytelling to support key product moments and commercial objectives.
• Establish global visual merchandising standards, principles, and guidelines, and develop scalable toolkits that ensure brand consistency while enabling rapid regional execution.
• Partner with VANS Retail, Wholesale, and Marketplace teams to align retail marketing and visual merchandising support while maintaining a cohesive brand experience.
• Align retail execution with the global GTM calendar through collaboration with Brand Management, Creative, Integrated Marketing, Digital, and Product Merchandising teams.
• Define and track retail marketing and visual merchandising effectiveness (traffic, conversion, sell‑EPS, execution quality) and use insights to optimize future concepts and standards.
• Lead and develop a global retail marketing and visual merchandising organization with strong creative, commercial, and operational capabilities.

Qualifications

Foundation skills required:

• Retail & Brand Experience: Deep expertise in visual merchandising, retail storytelling, and physical brand experiences; ability to translate brand strategy into commercially effective in‑store execution; strong planning and operational skills across seasonal calendars; comfort working within defined standards, governance, and decision rights.
• Shopper & Consumer Insights: Strong understanding of shopper purchasing behavior throughout the journey; knowledge of consumer needs, wants, and motivations for footwear, apparel, and accessories; strong cross‑functional leadership and stakeholder management; ability to influence regional teams and partners without direct authority.
• Commercial & Analytical Mindset: Understanding of retail KPIs and how visual merchandising, consumer styling, usage occasions, and retail marketing drive performance.

Compensation

Hiring Range: $171,072.00 USD – $213,840.00 USD annually

Incentive Potential: Eligible for additional compensation awards including an annual incentive plan and sales incentive

Benefits

Competitive compensation package and strong benefits that include medical, dental, vision, and 401(k). Commitment to fostering a diverse and inclusive culture.

Equal Employment Opportunity

We value a diverse, inclusive workforce and provide equal employment opportunity for all applicants. All qualified applicants will be considered without regard to race, color, sex, gender identity, sexual orientation, age, national origin, disability, and other protected characteristics.