📌 Core Information
🔹 Job Title: Director, Brand Management, Lifestyle
🔹 Company: Vans
🔹 Location: Costa Mesa, California
🔹 Job Type: Full-Time
🔹 Category: Retail
🔹 Date Posted: May 12, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading global brand storytelling and planning for the Lifestyle category
- Collaborating with regional marketing teams and functional leaders
- Driving integrated go-to-market processes
- Building culturally connected brand experiences
- Championing diversity and inclusion in marketing operations
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of youth culture, streetwear, and action sports.
📋 Key Responsibilities
✅ Develop and implement globally aligned brand stories and plans for the Lifestyle consumer category
✅ Collaborate with regional marketing teams and category brand marketing leaders to drive integrated go-to-market processes
✅ Build seasonal integrated marketing plans and consumer journeys for the Lifestyle category
✅ Create plans against consumer moments that matter across the lifestyle journey
✅ Maintain and elevate the cultural relevance of the Vans brand
✅ Champion diversity and inclusion, ensuring marketing operations reflect the diverse voices of the global community
ASSUMPTION: This role involves a high degree of collaboration, strategic thinking, and adaptability to different regional markets.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 10+ years of experience in marketing or product operations, preferably within the fashion or streetwear industry
Required Skills:
- Proven expertise in brand management and marketing
- Strong leadership and collaboration skills
- Deep understanding of youth culture, streetwear, and action sports
- Experience with integrated marketing campaigns and go-to-market processes
- Fluency in English
Preferred Skills:
- Experience with data analytics and consumer insights
- Fluency in additional languages
- Experience working with diverse, global teams
ASSUMPTION: Candidates with experience in the fashion or streetwear industry and a strong track record of consumer-centric, data-informed brand strategies will be most successful in this role.
💰 Compensation & Benefits
Salary Range: $146,880 - $183,600 USD annually
Benefits:
- Medical, dental, and vision insurance
- 401(k) plan
Working Hours: Full-time, typically Monday-Friday, 9:00 AM - 5:00 PM
ASSUMPTION: The salary range provided is based on market pay data and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Retail, specifically in the skateboarding and youth culture space
Company Size: 10,001+ employees
Founded: 1966
Company Description:
- Vans is a globally iconic skate brand, driven by its mission to inspire and empower everyone to live "Off The Wall"
- The company embraces effortless authenticity, radical creativity, unconventional community, relentless passion, and playful irreverence
- Vans is committed to pushing culture forward and celebrating the future generation of positive catalysts
Company Specialties:
- Skateboarding and action sports
- Streetwear and youth culture
- Global brand management and marketing
Company Website: Vans Careers
ASSUMPTION: Vans' unique culture and commitment to youth culture make it an attractive employer for candidates who align with these values.
📊 Role Analysis
Career Level: Mid-level to senior management
Reporting Structure: Reports directly to the Senior Director, Global Brand Categories
Work Arrangement: On-site, full-time
Growth Opportunities:
- Potential to grow into a senior leadership role within the brand management function
- Opportunities to work on global campaigns and collaborate with diverse teams
- Chance to make a significant impact on Vans' brand and culture
ASSUMPTION: This role offers significant growth potential for the right candidate, given Vans' global presence and commitment to pushing culture forward.
🌍 Location & Work Environment
Office Type: Corporate headquarters
Office Location(s): 1588 South Coast Dr, Costa Mesa, California 92626, US
Geographic Context:
- Costa Mesa is located in Orange County, California
- The area offers a mix of urban and suburban environments, with easy access to beaches, parks, and outdoor activities
- Orange County is known for its diverse communities and cultural attractions
Work Schedule: Monday-Friday, 9:00 AM - 5:00 PM, with flexibility for meetings and project deadlines
ASSUMPTION: The Costa Mesa office provides a dynamic and collaborative work environment, with easy access to Southern California's vibrant culture and outdoor activities.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the hiring manager
- In-depth behavioral interview with the hiring manager and potential team members
- Final interview with the senior leadership team
Key Assessment Areas:
- Brand management and marketing expertise
- Leadership and collaboration skills
- Understanding of youth culture, streetwear, and action sports
- Ability to develop and implement global brand strategies
Application Tips:
- Highlight relevant experience in brand management, marketing, and youth culture
- Tailor your resume and cover letter to emphasize your fit with Vans' values and culture
- Prepare examples of global brand campaigns you've led or contributed to
ATS Keywords: Brand Management, Lifestyle, Global Brand Strategy, Marketing, Youth Culture, Streetwear, Action Sports, Integrated Marketing, Go-To-Market
ASSUMPTION: Vans' hiring process is designed to assess candidates' strategic thinking, leadership skills, and cultural fit within the organization.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Marketing automation and project management tools (e.g., Asana, Trello, Marketo)
- Data analytics and visualization tools (e.g., Tableau, Google Analytics)
ASSUMPTION: Vans uses industry-standard marketing and project management tools to streamline workflows and improve collaboration.
👔 Cultural Fit Considerations
Company Values:
- Effortless Authenticity
- Radical Creativity
- Unconventional Community
- Relentless Passion
- Playful Irreverence
Work Style:
- Collaborative and team-oriented
- Adaptable and responsive to change
- Data-driven and strategic
- Culturally aware and inclusive
Self-Assessment Questions:
- How do you embody Vans' values in your work and personal life?
- Can you describe a time when you successfully led a global brand campaign, and how did you ensure cultural relevance across different markets?
- How do you approach building and maintaining strong relationships with diverse teams and stakeholders?
ASSUMPTION: Vans' unique culture and values make it essential for candidates to demonstrate a strong fit with the organization's mission and work environment.
⚠️ Potential Challenges
- Managing multiple regional marketing teams and stakeholders
- Balancing global brand consistency with regional market needs
- Keeping up with the fast-paced and ever-evolving youth culture and streetwear trends
- Working in a high-pressure, fast-paced environment
ASSUMPTION: These challenges require strong leadership, adaptability, and a deep understanding of global brand management and marketing.
📈 Similar Roles Comparison
- This role differs from other brand management positions in its focus on the Lifestyle category and the need to balance global brand consistency with regional market needs
- Vans' unique culture and commitment to youth culture set it apart from other retail companies
- Career progression in this role may involve moving into senior leadership positions within the brand management function or exploring opportunities in other areas of the business
ASSUMPTION: Candidates should consider their fit with Vans' unique culture and the specific requirements of this role when comparing it to other brand management positions.
📝 Sample Projects
- Developing and implementing a global brand strategy for a new Lifestyle product line
- Collaborating with regional marketing teams to create culturally relevant marketing campaigns for a major product launch
- Conducting consumer research and analyzing data to inform brand positioning and messaging
ASSUMPTION: These sample projects illustrate the strategic, collaborative, and data-driven nature of the Director, Brand Management, Lifestyle role at Vans.
❓ Key Questions to Ask During Interview
- How does this role fit into Vans' long-term brand strategy, and what are the key priorities for the first 90 days?
- Can you describe the team structure and dynamics, and how does this role collaborate with other departments?
- How does Vans support the professional development and growth of its employees?
- What are the key performance indicators (KPIs) for this role, and how are they tracked and measured?
- How does Vans foster a culture of diversity, inclusion, and belonging?
ASSUMPTION: These questions help candidates better understand the role's context, expectations, and the company's commitment to employee growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and fit with Vans' values and culture
- Prepare examples of global brand campaigns you've led or contributed to, and be ready to discuss them during the interview
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
