Vans: Senior Manager, Media Strategy

VF Corporation•Costa Mesa, CA

3d•$125,280 - $156,600

About The Position

Vans is the original brand 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 at Vans, 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. We are constantly inspired by the future generation of positive catalysts within our community. As the Sr. Manager, Media Strategy, you will work directly with the Americas Marketing team, leading the strategy, execution, and optimization of all paid media efforts, reporting into the Director, Digital Marketing. Your day will involve leading a team of paid media associates and agency partners to collectively drive brand awareness, product consideration, and revenue growth to meet our full-funnel business priorities. Collaborating closely with marketing, e-commerce, and finance leadership to align on business objectives and form strategic planning and performance targets. You’ll review campaign performance and make high-impact decisions on budget allocation across all paid media channels including social, search, programmatic, affiliate, and emerging platforms.

Requirements

7-10 years of direct-to-consumer brand and performance media experience
High proficiency in digital and social media networks: Facebook, Instagram, TikTok, Snapchat, Pinterest, Google, CTV, audio
Traditional media buying experience: OOH, TV, print
Performance marketing (acquisition and retention) strategy, execution, and optimization
Advanced analytics and measurement skills; managing measurement towards KPI's
Experience with budget management

Nice To Haves

Experience with lifestyle apparel/footwear brand is a plus
Understanding of Canadian market is a plus

Responsibilities

Lead integrated media strategy and execution across the U.S. and Canada, spanning social, search, video, Connected TV, audio, and out-of-home.
Align media plans with regional business objectives and global brand strategy to drive brand awareness, product consideration, and measurable sales impact.
Manage a multi-million-dollar media budget, making strategic allocation decisions to maximize ROI.
Track performance against ambitious traffic and revenue goals, present weekly insights to leadership, and continuously optimize campaigns to meet or exceed forecasts.
Partner with external measurement and analytics teams to evaluate media effectiveness using metrics such as MROI, incrementality, and attribution.
Lead experimentation with new ad formats, emerging platforms, and media measurement capabilities to drive growth and maintain a competitive edge.