Senior Manager, Retail Marketing

As Senior Manager, Retail Marketing, you will lead the translation of brand strategy into impactful retail experiences across EMEA. This role sits at the intersection of brand, consumer, and commercial priorities, ensuring that retail remains a powerful platform to connect with consumers and bring the brand to life consistently across all touchpoints.

You will achieve this by:

• Developing and executing the EMEA Retail Marketing & Activation strategy, aligning global brand direction with regional priorities to drive brand heat, consumer engagement and commercial performance across all DTC retail formats.

• Lead Store environments Creative and Production, Visual Merchandising, Store design, Retail Activation EMEA teams. Work closely with Wholesale Marketing  team and provide guidelines to  ensure a consistent and integrated execution.

• Leading the development and execution of the seasonal Retail Marketing & Activation plan and calendar within the Go-To-Market (GTM) process, ensuring impactful delivery of campaigns, product launches and key brand moments.

• Creating compelling consumer journeys through the integration of retail marketing, store design, visual merchandising, CRM, loyalty and product storytelling initiatives across physical and digital touchpoints. 

• Driving best-in-class retail experiences through the execution of in-store activations, windows, POS materials, store environments and localized storytelling solutions that strengthen brand equity and drive conversion.

• Collaborating cross-functionally with Brand, Merchandising, Store Operations, Creative, Loyalty, CRM, Channel Marketing and Global teams to ensure consistent and effective retail execution across the region.

• Managing creative development and production processes, partnering with internal teams, external agencies and vendors to deliver high-quality retail marketing assets on time and within budget.

• Supporting store openings, community-driven initiatives and key brand events with engaging activations that enhance consumer connection and elevate the retail experience.

• Leading the execution of key internal events, including Go-To-Market (GTM) meetings and Brand Meetings, to align stakeholders and support successful regional implementation.

• Measuring and optimizing retail marketing performance through consumer, traffic and sales insights, leveraging data to continuously improve activation effectiveness and ROI.

• Leading, developing and inspiring a high-performing team while managing retail marketing and activation budgets to achieve business objectives and maximize impact.

You should be a strategic and consumer-centric retail marketing leader with:

We’re in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That’s why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we’re the total package.

• Be part of iconic lifestyle brands

• Join a multi brand and multi countries organization to drive you career forward

• International and challenging working culture

• On site gym offering health and well-being initiatives

• Discount 50% on all VF brands

• Subsidized canteen as well as break out areas offering complimentary hot drinks

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.