Product Marketing Manager About the Role We are seeking a strategic Product Marketing Manager to join our Brand Marketing team. This role serves as the critical bridge between Brand Marketing and Merchandising, responsible for translating product and category strategies into compelling consumer-facing narratives that drive brand equity and commercial success. You will own the full product marketing lifecycle—from product positioning and go-to-market strategy to hero product incubation and annual roadmap planning. This is a high-impact role for a marketer who thrives at the intersection of brand storytelling, product strategy, and cross-functional collaboration. Key Responsibilities 1. Brand-Merchandising Bridge & Product Positioning Serve as the connective tissue between Brand Marketing, Merchandising, Product Development, and Creative teams, ensuring every product launches with clarity, consistency, and brand integrity Translate merchandising intent, product features, and consumer insights into elevated, differentiated product positioning and messaging frameworks Develop product messaging architectures aligned with overall brand positioning, ensuring consistency across all product variants, bundles, and formats Partner with Brand and Creative teams to guide asset development and campaign creative that supports the intended product narrative Act as the central product marketing hub, confirming claims, assets, and product education materials are aligned with positioning frameworks prior to launch 2. Hero Franchises/Product Strategy & Incubation Identify, develop, and lead hero franchises/product / hero SKU strategies—defining which products have the highest growth potential and driving focused marketing investment behind them Own the end-to-end hero product launch strategy: from concept and positioning to 360° campaign execution, ensuring maximum market penetration and consumer desirability Conduct portfolio analysis to identify hero opportunities, whitespace, and underleveraged products; make data-driven recommendations on SKU prioritization, bundling, and portfolio mix Lead cross-functional launch teams (Merchandising, Creative, E-commerce, Sales, Retail) to ensure hero products receive coordinated, high-impact market moments Continuously monitor hero product performance post-launch and optimize messaging, PDP content, and channel strategies to maximize conversion and retention 3. Annual Product Marketing Roadmap Develop and own the annual product marketing roadmap, outlining product launch cadence, seasonal priorities, campaign timelines, and commercial objectives Partner with Merchandising, Product, and Brand teams to align the product roadmap with market trends, consumer insights, and business goals Lead seasonal GTM planning and execution—defining product briefs, line narratives, trend POVs, hero strategies, and channel-specific selling stories Build and manage the seasonal GTM calendar, aligning all cross-functional teams (Marketing, Creative, E-commerce, Retail, Wholesale, Communications) to deliver fully integrated product launches Conduct quarterly and half-yearly roadmap reviews to assess what's working, course-correct, and identify new opportunities for growth Translate the product roadmap into compelling internal and external narratives that build anticipation and drive engagement across stakeholders 4. Cross-Functional Leadership & Insights Partner closely with Merchandising, Sales, E-commerce, and Retail teams to ensure product stories adapt seamlessly across all channels—campaign, site, email, social, retail windows, and wholesale accounts Leverage consumer insights, competitive analysis, and performance data to inform product positioning, seasonal priorities, and roadmap decisions Own the "voice of the consumer" in collaboration with E-commerce, Retail, and Brand Marketing teams Support retail marketing initiatives by developing merchandising support materials, product training tools, sales collateral, and dealer education resources Identify whitespace, category opportunities, and product storytelling gaps based on consumer behavior and industry trends Qualifications Education & Experience Bachelor's degree in Marketing, Business, Communications, or a related field 4+ years of experience in product marketing, brand marketing, or go-to-market roles Proven experience in cross-functional collaboration—working with Brand, Merchandising, Creative, Sales, and Product teams Experience developing and executing product positioning, messaging frameworks, hero franchise building strategies and go-to-market strategies Experience in omnichannel product marketing (DTC, retail, e-commerce) strongly preferred Skills & Competencies Strategic thinking with the ability to translate complex product information into clear, compelling consumer-facing narratives Strong cross-functional collaboration and influence skills—comfortable working across brand, merchandising, creative, and sales teams Project management excellence with the ability to manage multiple product launches and complex timelines simultaneously Data-driven mindset with experience analyzing product performance, consumer insights, and market trends to inform strategy Excellent written and verbal communication skills; strong product copywriting ability Highly organized, detail-oriented, and comfortable operating in a fast-paced environment R-20261013-0014 VF Corporation habille les consommateurs partout dans le monde grâce à son portefeuille diversifié de marques emblématiques de style de vie, notamment Vans®, The North Face® et Timberland®. Fondée en 1899, VF est l’une des plus importantes entreprises mondiales de vêtements, de chaussures et d’accessoires. Elle exerce ses activités de façon socialement et écologiquement responsable dans de nombreuses régions du monde, catégories de produits et canaux de distribution. VF s’engage à offrir des produits novateurs aux consommateurs et à créer une valeur durable pour ses clients et ses actionnaires. VF Corporation outfits consumers around the world with its diverse portfolio of iconic lifestyle brands, including Vans®, The North Face®, and Timberland®. Founded in 1899, VF is one of the world's largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies, product categories and distribution channels. VF is committed to delivering innovative products to consumers and creating long-term value for its customers and shareholders. Énoncé de vision de VF en matière de diversité VF s’engage à créer un environnement inclusif qui accueille et valorise les différences parmi tous ses associés, ses clients, ses fournisseurs et les collectivités où nous vivons et exerçons nos activités. Le succès et la croissance continus de VF sont renforcés par des initiatives qui favorisent la diversité à l’échelle mondiale. VF s’engage à offrir l’égalité des chances en matière d’emploi et à traiter ses associés et ses candidats sans discrimination fondée sur la race, la couleur, le sexe, l’âge, l’origine nationale, la religion, l’orientation sexuelle, l’identité ou l’expression de genre, l’état matrimonial, la citoyenneté, un handicap, le statut d’ancien combattant protégé, le statut VIH/sida ou tout autre motif protégé par la loi. VF s’engage à répondre aux divers besoins des personnes en situation de handicap dans des délais raisonnables, conformément aux principes d’autonomie, de dignité, d’intégration et d’égalité des chances. Pour ce faire, VF s’efforcera de cerner, de prévenir et d’éliminer les obstacles à l’accessibilité partout où cela est possible, tout en respectant les exigences en matière d’accessibilité prévues par l’ADA, la LAPHO (AODA) et toute autre réglementation provinciale, étatique ou locale applicable. VF s’engage à assurer l’accessibilité numérique, à se conformer aux Règles pour l’accessibilité des contenus Web (WCAG) 2.1, niveau AA, ainsi qu’aux normes de conception accessible de l’ADA et de la LAPHO (AODA), et à toute autre réglementation applicable. Si vous avez besoin d’une mesure d’adaptation ou si vous avez des questions concernant cet énoncé, veuillez transmettre votre demande à PeopleServices@vfc.com VF Diversity Vision Statement VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected basis. VF is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration and equality of opportunity, and will do so by striving to identify, prevent and remove barriers to accessibility wherever possible as well as by meeting the accessibility requirements under the ADA, AODA, and other applicable state, local or provincial regulations. VF is committed to digital accessibility, and to conforming to the Web Content Accessibility Guidelines (WCAG) 2.1, Level AA and complying with the ADA and AODA Standards for Accessible Design, and other applicable regulations. If you need an accommodation or have any questions regarding this statement, please send your request to PeopleServices@vfc.com.

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