Senior Manager of Culture Innovation EMEA
VF Corporation, organized in 1899, is a global leader in design, manufacture, marketing and distribution of branded lifestyle apparel, footwear and accessories. Our diversified portfolio spans multiple geographies, product categories, consumer demographics and sales channels. VF leverages its powerful brands and platforms for competitive advantage and fosters a strong company culture.
About the Role
VF Corporation seeks a Senior Manager of Culture Innovation – EMEA to join our Global Culture Innovation Team based in London. In this role you will shape our culture innovation vision and drive its execution across our portfolio of brands in the region, ensuring each initiative aligns with VF’s leadership in cultural connection, relevance, creative innovation and strategic impact.
Responsibilities
Portfolio Strategy & Annual Planning (EMEA + 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 and markets.
Space Management & Programming
- Own day‑to‑day and strategic management of the 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.
- Own regional budget planning, forecasting and spend stewardship across initiatives, including agency and vendor resources.
- 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—aligning roles, responsibilities and timelines.
Budget, Vendor & Resource Management
- Own regional budget planning, forecasting and spend stewardship across initiatives, including agency and 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—aligning roles, responsibilities and timelines.
Qualifications
- Deep familiarity with fashion, art, music and subcultural communities, with ability to contribute authentically.
- Connection with London’s cultural‑social scene and ability to navigate other European culture capitals.
- Experience in the apparel, fashion and sporting goods industry—particularly in product, marketing, innovation, communications or merchandising.
- Excellent communicator, able to build relationships across communities and internally with brand leaders and product/marketing teams.
- Strong entrepreneurial mindset, able to think strategically while being highly hands‑on to guarantee perfect execution.
Benefits
- Supportive feedback‑based culture where respect and integrity guide us.
- An inclusive international environment where people from 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.
- Discount card with 50% off all VF brands.
EEO Statement
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.
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