At a Glance
- Tasks: Lead cultural innovation across iconic brands like The North Face and Vans in EMEA.
- Company: Join VF Corporation, a diverse and inclusive employer committed to cultural connection.
- Benefits: Enjoy a supportive culture, 50% discount on brands, and comprehensive well-being benefits.
- Other info: Dynamic role with opportunities for growth in a vibrant, international environment.
- Why this job: Shape the future of culture in fashion while collaborating with creative minds.
- Qualifications: Experience in Cultural Marketing and a passion for 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. Please do not contact the recruiter directly.
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.
- Budget, Vendor & Resource Management: 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
We’re looking for someone with proven experience in Cultural Marketing or Energy Marketing. You are deeply familiar with fashion, art, music and subcultural communities, with the ability to contribute authentically. You have deep 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. You are an excellent communicator, able to build relationships across communities and internally with all our brands’ leaders and product/marketing teams. You have a 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 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 like The North Face and Vans, all while engaging in meaningful cultural initiatives that resonate across EMEA. With a strong emphasis on diversity and personal growth, VF Corporation fosters an environment where every associate can thrive and contribute authentically.
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
✨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 those tricky questions! Research common interview questions for senior management roles and practice your responses. Think about how your experience aligns with VF’s values and culture, and be ready to discuss specific examples.
✨Tip Number 4
Apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re genuinely interested in being part of the VF family. Don’t miss out on this opportunity!
We think you need these skills to ace Senior Manager of Culture Innovation EMEA
Some tips for your application 🫡
Show Your Passion for Culture:When writing your application, let your enthusiasm for cultural innovation shine through. Share specific examples of how you've engaged with cultural communities and how that aligns with VF's vision.
Tailor Your Experience:Make sure to highlight your relevant experience in cultural marketing or the apparel industry. We want to see how your background connects with the role, so don’t hold back on those details!
Be Authentic:VF values authenticity, so be yourself in your application. Share your unique perspective and how it can contribute to our diverse team. We’re looking for genuine connections!
Apply Through Our Website:To make sure your application gets the attention it deserves, apply directly through our website. It’s the best way for us to see your application and get you into the process smoothly!
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 of London and other European capitals. Familiarise yourself with current trends in fashion, art, and music, as well as subcultural communities. This knowledge will help you demonstrate your passion and understanding of the role's requirements.
✨Showcase Your Strategic Mindset
Prepare to discuss specific examples where you've successfully led cultural marketing initiatives. Highlight your ability to think strategically while being hands-on. Use metrics and outcomes to illustrate how your contributions have made a measurable impact in previous roles.
✨Build Relationships on the Spot
During the interview, focus on your communication skills. Be ready to share how you've built relationships across diverse teams and communities. Show that you can connect authentically with various stakeholders, which is crucial for the role.
✨Align with VF's Values
Research VF Corporation's values and culture. Be prepared to discuss how your personal values align with theirs, especially regarding inclusion and diversity. This will show that you're not just a fit for the role but also for the company culture.
