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, inclusive environment with opportunities for personal and professional growth.
- Why this job: Be at the forefront of culture, connecting communities and driving creative innovation.
- Qualifications: Experience in cultural marketing, strong communication skills, and a passion for fashion and art.
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
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: VF Corporation
VF Corporation is an exceptional employer, offering a vibrant and inclusive work culture that prioritises mental, physical, and financial well-being. Based in London, you will be part of a dynamic team that fosters collaboration across iconic brands like The North Face and Vans, while providing ample opportunities for personal and professional growth. With a strong commitment to diversity and a supportive feedback-based environment, VF Corporation empowers its employees to bring their authentic selves to work and thrive in a creative, community-focused setting.
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 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 leader they need.
✨Tip Number 4
Don’t forget to follow up! After your interview, send a quick thank-you note to express 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 London
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 VF is looking for and how you fit into that picture.
Be Authentic:VF values authenticity, so don’t be afraid to show your true self in your application. Share your unique perspective on culture and how it influences your work, especially in relation to London’s vibrant scene.
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way to ensure your application gets the attention it deserves. Plus, you’ll find all the details you need about the role and our company culture there!
How to prepare for a job interview at VF Corporation
✨Know Your Cultural Landscape
Before the interview, dive deep into the cultural scene in London and EMEA. Familiarise yourself with current trends in fashion, art, and music, and think about how they relate to VF's brands. This will help you demonstrate your understanding of the role and show that you're genuinely passionate about cultural innovation.
✨Showcase Your Strategic Mindset
Prepare to discuss your experience in developing and executing cultural marketing strategies. Be ready to share specific examples of how you've identified cultural white spaces and turned them into successful initiatives. Highlight your ability to think strategically while also being hands-on in execution.
✨Emphasise Relationship Management Skills
This role requires collaboration across various brands and teams. Think of examples where you've successfully built relationships within diverse communities or organisations. Be prepared to explain how you foster collaboration and drive engagement among different stakeholders.
✨Be Ready for Budget Talk
Since budget management is a key part of this role, brush up on your experience with financial planning and resource allocation. Prepare to discuss how you've managed budgets in previous roles, including any challenges you faced and how you overcame them. This will show that you're not just creative but also financially savvy.
