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.
Let’s talk about the role!
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
Free to Be, Inclusion & Diversity
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!
R-20260529-0013
