Vans: Sr. Manager, OTW, Culture and Innovation

As the Sr. Manager, OTW, Culture + Innovation , you will play a key leadership role in building upon our esteemed brand, enabling deep culturally connectivity and world class storytelling as you orchestrate all brand and marketing initiatives for OTW by Vans, our most exploratory and innovative space.

You will lead marketing for OTW by Vans end-to-end from brand experiences to elevated product storytelling.

Join the Vans Family

is the original action sports footwear company, rooted in authenticity and creativity. Founded in 1966, we have thrived on a legacy of impacting our greater community through four pillars : action sports, music, art and street culture.

We are constantly inspired by the creative voyagers within our company and community. For them, creativity is about the journey, not just the output.

Our mission is to empower everyone to use creativity to discover themselves. Our vision is to create a world where anyone can be their unique self.

At Vans, our culture sets us apart and influences everything we do. We are driven by our five values : We have also referred to as the Van Doren Spirit .

We are relentlessly about our consumers and the world around us. We are and whole heartedly believe the most Off the Wall thing you can do is be yourself.

We are driven by a spirit of INGENUITY . And we are passionate about local COMMUNITIES . And most of all, we are a family that has fun together.

At Vans we empower creative exploration and inspire youth culture through a commitment to inclusivity. We welcome anyone and everyone into our global family and proudly celebrate and environment where individuality is embraced, equal opportunities thrive, and everyone is empowered to reach their greatest potential.

By joining our family, you will be immersed in an environment of incredibly supportive and collaborative people. We work hard across a multitude of initiatives to bring the Van Doren Spirit to life.

We live for what we do.

How You Will Make a Difference

• Cultivate our brand identity, connecting the heritage of Vans with the pulse of culture, ensuring authenticity is at the heart of every campaign.
• Develop and implement OTW by Vans marketing strategy and tactics that are quick to capture and spark emerging and new conversations and movements, tailored to the nuances of diverse regional markets.
• Own and drive portfolio of relationships with key brand and product collaborators and partners across skateboarding, design, art, and music for OTW by Vans.
• Own and drive comprehensive marketing calendar and integrated launch plans. Drive discipline cross-functionally cultivating a launch culture.
• Develop and implement OTW by Vans brand experiences that build community and elevate the brand through innovative digital and physical experiences.
• Lead and mentor a diverse team of marketing professionals, ensuring they are empowered, well-equipped, and aligned with our brand's vision.
• Establish and build strong relationships with partners internally and externally that help support and push the brand forward across skateboarding, design, art, and music domains.
• Foster a collaborative environment where creative and analytical minds can work together to bring innovative ideas to life.
• Regularly interact with other department heads and regional leads to ensure cohesive brand messaging and integrated strategies across all platforms.
• A noticeable increase in brand awareness and cultural relevance, measured through both quantitative data and qualitative feedback.
• Successful launch and execution of marketing campaigns that resonate with our target visionary audience and result in measurable growth in consumer engagement.
• Recognition within the industry for innovative marketing strategies that set new standards for connecting with culture and communities.

Free To Be,

As a mission-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity.

We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success

Years of Related Professional Experience : 7+ years in a similar role with a deep understanding of marketing principles and the ability to navigate the complexities of a dynamic landscape.

Educational Position Requirements :

A formal education and subsequent undergraduate / graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.

• Experience within a marketing or product role, preferably within the fashion or streetwear industry with an agency or brand with cultural influence.
• A solid track record of consumer-centric, creative, and data-informed brand strategies and marketing campaigns.
• In-depth knowledge of Vans’ unique brand history, values, and future vision.
• Our unique approach to blending traditional marketing principles with modern, disruptive tactics that align with evolving consumer behaviors.

Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Persevere.

What’s in it For You