Senior Manager of Culture Innovation EMEA
- 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.
- 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.
- 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/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) and align on roles, responsibilities, and timelines.
- 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.
- 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
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