At a Glance
- Tasks: Lead cultural innovation across VF brands in EMEA, shaping impactful strategies and initiatives.
- Company: Join VF Corporation, a diverse and inclusive employer with a global reach.
- Benefits: Enjoy comprehensive benefits, a supportive culture, and a 50% discount on all VF brands.
- Other info: Work in a dynamic environment with opportunities for personal and professional growth.
- Why this job: Be at the forefront of culture, connecting iconic brands with vibrant communities.
- Qualifications: Experience in cultural marketing and a deep understanding of fashion and subcultures.
The predicted salary is between 60000 - 80000 £ per year.
This job is with VF Corporation, an inclusive employer and a member of myGwork – the largest global platform for the LGBTQ+ business community. VF Corporation is looking for a Sr. Manager of Culture Innovation - EMEA to join our Global Culture Innovation Team based in London.
As the Sr. Manager of Culture Innovation EMEA, you will be responsible for shaping our culture innovation vision and driving its execution across our portfolio of brands in the region. You will ensure that each initiative aligns with VF's leadership in cultural connection, relevance, creative innovation and strategic impact.
This role will serve as a unifying force, fostering collaboration among VF brands - such as The North Face, Vans, Timberland, icebreaker, Napapijri, Kipling, Altra and Eastpak - while amplifying their unique identities. With an emphasis on cultural innovator connections and relationship management, you will lead the charge in connecting and positioning VF's brands at the forefront of culture in EMEA.
You Will Be Focusing On
- Portfolio Strategy & Annual Planning (EMEA + with focus on London)
- Lead the annual and seasonal culture innovation planning cycle for EMEA, partnering with brand and regional marketing leads to set priorities across markets, with London as the anchor market.
- Build and maintain a rolling 12-18 month roadmap of cultural moments, partnerships, and activations aligned to brand calendars and commercial priorities.
- Identify EMEA cultural white spaces and translate them into test-and-learn pilots with clear hypotheses, target communities, and success measures; scale the highest-performing concepts across brands/markets.
- Space Management & Programming
- Own the day-to-day and strategic management of VF London office, ensuring the space operates as a credible, community-first platform for cultural innovation across VF brands.
- Develop and maintain an annual/seasonal programming calendar (events, workshops, exhibitions, brand moments, community sessions, creator residencies) aligned to brand priorities and key cultural moments.
- Measurement Framework & Business Impact
- Define an EMEA measurement approach for culture innovation (cultural resonance, consumer engagement, community growth, earned impact, brand desire proxies), with clear success definitions per initiative.
- Own regional budget planning, forecasting, and spend stewardship across initiatives, including agency/vendor resources.
- Global Alignment & Liaison (Global Culture Innovation Team)
- Serve as the primary EMEA liaison to the Global Culture Innovation team, ensuring regional plans align to enterprise priorities, brand direction, and global cultural moments.
- Provide market intelligence to Global (emerging movements, influential communities, partner/talent landscape, competitive activity, and early signals across Europe).
- Coordinate cross-region collaboration opportunities (global partnerships, activations, talent exchanges, multi-market initiatives) and align on roles, responsibilities, and timelines.
What You Bring
- Proven experience in Cultural Marketing or Energy Marketing.
- Deep familiarity with fashion, art, music and subcultural communities, with the ability to contribute authentically.
- Strong connection with London’s cultural-social scene while being able to navigate other European culture capitals.
- Experience in the apparel, fashion and sporting goods industry is pivotal - especially in the area of product, marketing, innovation, communications or merchandising.
- Excellent communicator, able to build relationships across communities and internally with all our brands' leaders and product/marketing teams.
- Strong entrepreneurial mindset, able to think strategically while being incredibly hands-on to guarantee perfect executions.
What’s In It For You
We want you to focus on what matters, that’s why we offer comprehensive benefits that encourage mental, physical, and financial well-being. You will enjoy:
- A supportive feedback-based culture where respect and integrity guide us.
- An inclusive international environment where people of diverse backgrounds, lifestyles and nationalities work together.
- Being part of an iconic lifestyle brand in a multi-brand, multi-country organization.
- Break out areas with complimentary drinks.
- A discount card with 50% on all VF brands.
Free to Be, Inclusion & Diversity
As an equal opportunity employer, 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.
If you like what you have read and want to join our team then we would like to hear from you!
Senior Manager of Culture Innovation EMEA in London employer: myGwork - LGBTQ+ Business Community
VF Corporation is an exceptional employer that champions inclusivity and cultural innovation, particularly within its vibrant London office. Employees benefit from a supportive feedback-based culture, comprehensive wellness programmes, and the opportunity to work with iconic brands while engaging in meaningful cultural initiatives. With a strong emphasis on diversity and personal growth, VF Corporation fosters an environment where every associate can thrive and contribute authentically to the creative landscape.
Contact Details:
myGwork - LGBTQ+ Business Community Recruitment Team
StudySmarter Expert Advice🤫
We think this is how you could land Senior Manager of Culture Innovation EMEA in London
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, and don’t be shy to reach out on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Show your passion! When you get that interview, make sure to express your enthusiasm for the role and the company. Share your ideas on cultural innovation and how you can contribute to VF's mission. Let them see your excitement!
✨Tip Number 3
Prepare for the unexpected! Research common interview questions but also think outside the box. Be ready to discuss current cultural trends and how they relate to VF’s brands. This will show you’re not just another candidate, but someone who’s truly engaged with the industry.
✨Tip Number 4
Follow up after your interview! A quick thank-you email can go a long way. It shows your appreciation and keeps you fresh in their minds. Plus, it’s a great opportunity to reiterate your interest in the role and highlight any key points you may have missed during the chat.
We think you need these skills to ace Senior Manager of Culture Innovation EMEA in London
Some tips for your application 🫡
Show Your Passion:When you're writing your application, let your enthusiasm for culture innovation shine through! We want to see how your experiences and interests align with our mission at VF Corporation.
Tailor Your CV:Make sure to customise your CV for the role. Highlight relevant experience in cultural marketing and your connections within the London scene. We love seeing how you can bring unique insights to our brands!
Craft a Compelling Cover Letter:Your cover letter is your chance to tell us why you're the perfect fit for this role. Share specific examples of your past work that demonstrate your strategic thinking and hands-on execution skills.
Apply Through Our Website:Don't forget to submit your application through our website! It’s the best way for us to receive your details and ensure you’re considered for this exciting opportunity.
How to prepare for a job interview at myGwork - LGBTQ+ Business Community
✨Know Your Cultural Landscape
Before the interview, dive deep into the cultural scene in London and other European capitals. Familiarise yourself with current trends in fashion, art, and music that resonate with VF's brands. This knowledge will help you demonstrate your understanding of the role and how you can contribute to their cultural innovation vision.
✨Showcase Your Strategic Mindset
Prepare examples from your past experiences where you've successfully led cultural marketing initiatives or innovative projects. Be ready to discuss how you identified opportunities, set priorities, and measured success. This will highlight your strategic thinking and hands-on approach, which are crucial for this role.
✨Emphasise Collaboration Skills
Since this role involves fostering collaboration among various brands, think of instances where you've worked cross-functionally or built relationships across teams. Share specific stories that illustrate your ability to unify diverse groups and drive collective success, as this will resonate well with VF's emphasis on teamwork.
✨Prepare Questions About Their Vision
At the end of the interview, ask insightful questions about VF's future cultural initiatives and how they plan to stay ahead in the market. This shows your genuine interest in the company and its mission, while also giving you a chance to engage in a meaningful conversation about your potential contributions.
