Head of Brand Retail, Vans

The Head of Brand Retail is accountable for delivering retail revenue and profitability for the brand across EMEA, translating the brand strategy into commercially impactful consumer led retail execution.

The role sits within the retail organisation embedded in the brand and owns the end-to-end retail commercial plan, ensuring that every in-store experience is aligned to brand intent, drives conversion and delivers against financial targets.

You will achieve this by:

• Partner with key members of the Vans LT to define retail LRP goals aligned with GM and VP Retail.
• Deliver retail revenue, margin and contribution targets for the brand
• Translate brand and financial goals into a clear retail trading plan in partnership with functions (Planning, Merch & Brand), and ensure these are reflected in the financial plan and forecast.
• Lead the Retail SOE to make in season trading decisions to maximise performance for full price and outlet including agile inventory decisions.

• Lead the retail go to market process, ensuring alignment with store concept and tiering.
• Own the retail commercial calendar anchored in key consumer moments e.g. seasonal peaks, campaigns, and local trading moments, defining seasonal priorities, product focus and storytelling in stores.
• Lead the definition of store tiering (based on consistent logic across brands) in partnership with planning and store operations aligned with brand intent.

• Own the end-to-end store customer experience aligned with brand strategy.
• Elevate service models aligned to key commercial moments and product stories.
• Ensure strong brand expression through VM quality, store environment, and storytelling excellence.
• Maintain regular field presence, including joint store visits with District Managers, to observe execution, coach leadership behaviours, and stay connected to store reality.

• Partner with the brand team to define and develop store concepts aligned to the role of O&O retail in the marketplace. Define the role of each store within the marketplace aligned to the tiering model.
• Partner with Finance, Real Estate, and field leaders to drive investment decisions and support lease negotiations.
• Oversee the full store lifecycle (openings, closures, relocations) aligned with the brand’s distribution strategy.

You are a strategic retail leader with the ability to shape, scale, and elevate a modern brand experience across diverse markets. You bring:

• solid and proven retail leadership experience ideally within global organizations. Background in global consumer, lifestyle, or fashion brands with complex and fast‑paced retail environments.
• Exceptional collaboration and influencing capabilities, with proven experience engaging and aligning senior stakeholders across Brand, Planning, Marketing, Merchandising, Finance, and Digital.
• Demonstrated ability to deliver commercial results with the ability to balance brand equity, consumer experience, and financial performance.
• Experience in retail network expansion, portfolio optimization, and the development of innovative store concepts.
• Fluency in English; additional European languages are considered an advantage.

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.

• A supportive feedback-based culture where respect and integrity guide us in what we do

• An inclusive international environment where people of diverse backgrounds, lifestyles and nationalities love working together

• Be part of an iconic lifestyle brand in a multi brand, multi countries organization

• On site gym offering health and well-being initiatives

• A discount card with 50% on all VF brands

• 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.

If you like what you have read and want to join our team then we would like to hear from you!