What will you do?A day in the life of a
Head of Regional Marketing, Americas at Vans looks a little like this.
Reporting directly into the General Manager for Vans AMER, the Head of Regional Marketing is responsible for translating global brand and marketing strategy into regionally relevant, commercially impactful execution across the Region. This leader owns regional marketing strategy, planning, and activation - with a strong focus on paid media effectiveness and channel marketing excellence as primary levers to drive demand, brand heat, and conversion for the AMER region commercial channels.
Operating within a matrixed model, this role is the single-point owner for regional marketing performance, partnering closely with the Chief Marketing Officer and the Regional Commercial General Manager. The role ensures global strategies land effectively in-region, while regional insights and performance data shape future global direction.
Let's break down that day-in-the-life a bit more.
- 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.
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
12+ years of experience and professional achievements.
The foundation skills you will need in this position are:
- Deep experience in media strategy, planning, and optimization with a strong grasp of ROI, attribution, and performance marketing levers.
- Strong understanding of retail dynamics and how marketing drives traffic, conversion, and in-store performance across owned retail and wholesale channels.
- Ability to translate brand strategy into growth-driving plans, balancing long-term brand building with near-term commercial results.
- Highly disciplined in planning and execution, with the ability to manage complexity and prioritize effectively across markets and channels.
- Proven ability to lead cross-functional teams and influence senior stakeholders across global and regional structures.
- Strong analytical mindset, using data and insights to inform strategy, optimize performance, and guide investment decisions. Demonstrated ability to test and learn to adapt marketing tactics to a rapidly shifting digital and physical commerce environment.
- Clear, concise communicator with the ability to engage and influence leadership across functions and geographies.
- Deep understanding of consumer and cultural dynamics across the Americas, translating insights into relevant and impactful marketing.
What do we offer you?At Vans, we know you expect as much from us as we do from you. That is why we make a commitment to support and grow our people. We offer extensive development and growth opportunities for your current and future positions, a competitive compensation package, and a strong benefits package that includes medical, dental, vision, and 401(k).
Our commitment extends beyond this and into your daily work life. We strive to foster a diverse and inclusive culture based on respect, connection, and authenticity. Our focus on DEI is at the foundation of who we are and what we do.
To learn more about Vans' benefits package, follow this MyVFBenefits.com and click "Looking to Join VF".
To learn more about Vans' Diversity and Inclusion efforts, go to www.vans.com.
Now WE have a question for YOU.Are you in?Hiring Range:$168,480.00 USD - $210,600.00 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 www.MyVFbenefits.com and by clicking
Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.
Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws. 
