At a Glance
- Tasks: Lead cultural innovation across iconic brands in EMEA, shaping impactful strategies and initiatives.
- Company: Join VF Corporation, a leader in lifestyle brands like The North Face and Vans.
- Benefits: Enjoy a supportive culture, 50% discount on brands, and comprehensive well-being benefits.
- Other info: Dynamic role with opportunities for creativity and collaboration in a vibrant environment.
- Why this job: Be at the forefront of culture, connecting communities and driving innovation in fashion.
- Qualifications: Experience in cultural marketing, strong communication skills, and a passion for diverse communities.
The predicted salary is between 60000 - 80000 £ per year.
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 in City of Westminster employer: Vans
VF Corporation is an exceptional employer, offering a vibrant and inclusive work culture that prioritises mental, physical, and financial well-being. Based in London, the role of Senior Manager of Culture Innovation EMEA provides unique opportunities for professional growth within a diverse team, while engaging with iconic brands like The North Face and Vans. Employees benefit from a supportive environment that values respect and integrity, alongside perks such as a generous discount on all VF brands and a commitment to fostering diversity and inclusion.
StudySmarter Expert Advice🤫
We think this is how you could land Senior Manager of Culture Innovation EMEA in City of Westminster
✨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 about reaching out to folks 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 culture innovation and how it aligns with VF's vision. Share your ideas on how you can contribute to their brands and make a real impact in the EMEA region.
✨Tip Number 3
Prepare for the unexpected! Be ready for situational questions that test your problem-solving skills. Think about past experiences where you’ve had to innovate or adapt quickly, especially in cultural contexts. This will show you’re the hands-on, strategic thinker they need.
✨Tip Number 4
Don’t forget to follow up! After your interview, send a thank-you note expressing your appreciation for the opportunity. It’s a simple gesture that can leave a lasting impression and keep you top of mind as they make their decision.
We think you need these skills to ace Senior Manager of Culture Innovation EMEA in City of Westminster
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. Use keywords from the job description to demonstrate that you understand what we're looking for and how you fit into the role.
Be Authentic:We value authenticity, so don’t be afraid to show your personality in your application. Share your unique perspective on culture and how it influences your work—this will help us see how you can contribute to our team.
Apply Through Our Website:For the best chance of success, make sure to apply directly through our website. This ensures your application gets to the right people and shows that you're serious about joining our team at VF Corporation.
How to prepare for a job interview at Vans
✨Know Your Cultural Landscape
Dive deep into the cultural scene of London and EMEA. Familiarise yourself with current trends in fashion, art, and music, and be ready to discuss how these can influence VF's brands. Show that you understand the unique identities of each brand and how they can connect with cultural moments.
✨Showcase Your Strategic Mindset
Prepare to discuss your experience in portfolio strategy and annual planning. Bring examples of how you've successfully led cultural initiatives in the past, focusing on measurable outcomes. Be ready to explain how you would create a roadmap for cultural innovation at VF.
✨Demonstrate Relationship Management Skills
Highlight your ability to foster collaboration among diverse teams. Share specific instances where you've built strong relationships within a company or across brands. This role requires a unifying force, so show how you can connect different stakeholders effectively.
✨Be Hands-On and Entrepreneurial
Emphasise your entrepreneurial mindset and hands-on approach. Discuss how you've taken initiative in previous roles to drive projects forward. Be prepared to share examples of how you've navigated challenges and executed successful cultural activations.
