As the Senior Manager (APAC) of Culture Innovation, you will be responsible for shaping VF Corporation’s culture innovation vision and driving its execution across our portfolio of brands in Asia ensuring that each initiative aligns with VF’s leadership in cultural connection, relevance, creative innovation and strategic impact. This role will serve as a unifying force, fostering collaboration among VF brands 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 Asia.
We’re looking for someone with proven experience in Cultural Marketing or Energy Marketing. The ideal candidate has deep familiarity with fashion, art, music and subcultural communities, and the ability to contribute authentically.
Lead the annual and seasonal culture innovation planning cycle for APAC, partnering with brand and regional marketing leads to set priorities across markets, with Japan 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 APAC 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.
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 APAC 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 APAC (Japan-first) 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 Japan/APAC).
Coordinate cross-region collaboration opportunities (global partnerships, activations, talent exchanges, multi-market initiatives) and align on roles, responsibilities, and timelines.
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VF is redefining what it means to be the world’s best apparel, footwear and equipment company, powering iconic active lifestyle brands including The North Face®, Vans® and Timberland®.
We create products rooted in performance with elevated design and relentless innovation, while delivering sustainable and long-term value for our employees, communities and shareholders.
