Senior Manager of Culture Innovation EMEA

About the Role

VF Corporation is seeking an experienced Senior Manager of Culture Innovation for the EMEA region, based in London. This role will lead the vision and execution of cultural innovation across VF's diverse portfolio of brands including The North Face, Vans, Timberland, Icebreaker, Napapijri, Kipling, Altra, and Eastpak. The role emphasizes cultural relevancy, leadership in creative innovation, and strategic impact within the EMEA market.

Key Responsibilities

• Develop and oversee annual and seasonal culture innovation strategies and plans for the EMEA region, with London as the primary market anchor.
• Create and manage a continuous 12 to 18-month calendar highlighting cultural moments, partnerships, and activations aligned with brand schedules and business priorities.
• Recognize cultural opportunities (white spaces) in EMEA and convert these insights into test pilots with defined hypotheses, target audiences, and success metrics, scaling successful initiatives across brands and markets.
• Lead the day-to-day and strategic management of the VF London office, establishing it as a community-centered platform supporting cultural innovation.
• Plan and maintain a yearly programming calendar featuring events, workshops, exhibitions, community sessions, and creator residencies aligned with brand priorities and important cultural events.
• Design and implement a measurement framework to evaluate culture innovation effectiveness based on cultural resonance, consumer engagement, community growth, and brand desirability indicators.
• Manage EMEA budgets, vendor relationships, and resource allocation for cultural initiatives.
• Act as the key EMEA liaison to the Global Culture Innovation Team, ensuring alignment with global strategies, brand directives, and cultural events.
• Provide market insights on emerging trends, influential communities, partners, talent landscapes, and competitive activities throughout Europe.
• Coordinate cross-regional collaborations including global partnerships, multi-market activations, and talent exchanges, aligning roles, timelines, and responsibilities.

Candidate Profile

• Proven expertise in cultural marketing or energy marketing is essential.
• Deep understanding of fashion, art, music, and subcultural communities, particularly with strong ties to London's cultural scene and the ability to navigate other major European cultural centers.
• Experience in the apparel, fashion, or sporting goods industries, especially across product, marketing, innovation, communications, or merchandising roles.
• Exceptional communication and relationship-building skills, capable of engaging both external communities and internal teams including brand leaders and marketing/product experts.
• A strategic yet entrepreneurial mindset with hands-on execution abilities to ensure flawless implementation of initiatives.

Benefits and Culture

• A culture focused on feedback, respect, and integrity supporting individual growth.
• An inclusive, diverse workplace environment embracing various backgrounds, lifestyles, and nationalities.
• Opportunities to contribute to iconic lifestyle brands within a broad, multinational organization.
• Comfortable breakout spaces offering complimentary beverages.
• Employee discount card providing 50% off on all VF brands.

Inclusion & Diversity Commitment

VF Corporation is dedicated to equal opportunity employment and fostering a culture of belonging characterized by respect, authenticity, and openness. We encourage applications from all qualified candidates who wish to bring their authentic selves to work.