Senior Product Manager, Consumer Retention And Engagement (amer)

Senior Product Manager, Consumer Retention and Engagement (AMER)

VF Corporation (VF) is undertaking an aggressive transformation agenda, investing in ways to deepen consumer engagement and profitability through our digital channels. The ambition is to position VF as the undisputed leader in digital retail and enable the delivery of world-class experiences that consumers increasingly expect.

VF is seeking a proactive and results-driven Product Manager to lead our consumer retention and engagement initiatives. In this role, you will be responsible for defining and executing the product strategy and roadmap that optimizes our loyalty, email and SMS platforms.

The ideal candidate understands the broader business context and can identify and tangibly bring to life the technology to support our Brands' consumer retention and engagement efforts. With the consumer as the focal point, this role will collaborate closely with cross-functional teams, including brand marketing and eCommerce teams, engineering, UX design, and analytics, to deliver a compelling and cohesive experience for our consumers and marketeers.

This role requires a comfort with ambiguity and a deep sense of teamwork and walls-down approach to succeed. The Product Owner will act as the Americas point of contact for their product area, reporting to the Americas Head of Product and UX.

Product Strategy & Roadmap

• Start with Why: as a product leader you will help to create a strong WHY for everything we do, and partner with others to flesh out WHAT and HOW.
• Partner with our brands ecommerce and marketing teams, to develop the product roadmaps in consumer engagement and retention, focused on loyalty, email, and SMS platforms.
• Align product strategy with overall business goals, focusing on the Americas regional platform and adapting strategies to resonate with our consumer base.

Stakeholder Collaboration

• Work closely with brand teams, data analysts, UX designers, and technical teams to deliver initiatives that elevate the consumer experience and drive retention.
• Coordinate with marketing and CRM teams to develop product features, engagement tactics and support campaigns.

Product lifecycle: end-to-end

• Own the product lifecycle from requirements gathering, to shipping and production oversight. You will be hands-on, working shoulder with brands and tech partners, and driving success.
• Define and prioritize features based on consumer insights, market trends, and feedback from stakeholders.
• Oversee the development, testing, and rollout of new functionalities across the loyalty, email, and SMS platforms, ensuring a seamless consumer journey.

Performance Measurement

• Establish KPIs to measure the effectiveness of consumer engagement/retention initiatives, focusing on retention rates, customer lifetime value, and engagement metrics.
• Use data and insights to refine the roadmap, optimizing consumer interactions and maximizing the impact of engagement and retention strategies.

Consumer-Centric Innovation

• Stay informed about ecommerce/digital trends, loyalty programs, and engagement tools to introduce innovative solutions.
• Champion a consumer-centric approach in all product decisions, ensuring a consistent, valuable experience across digital surfaces.

The foundation skills you will need in this position are:

• Bachelor's degree in Business, Marketing, or Information Systems, or a related field or equivalent work experience. MBA or relevant advanced degree is a plus.
• 5+ years of proven experience in Product Management, Digital Marketing, Loyalty, or eCommerce, with a focus on consumer engagement
• Excellent analytical skills with the ability to translate data into actionable insights and recommendations
• You are ready for ambiguity: This role is new within VF and you will be responsible to build up the scope and push the boundaries.
• Exceptional communication and interpersonal skills, with the ability to collaborate effectively across diverse teams and stakeholders.
• Demonstrated ability to lead a team in a fast-paced, Agile environment, prioritizing and managing multiple efforts simultaneously.
• Creative mindset with a passion for consumer engagement and delivering compelling eCommerce shopping experiences.
• Certificates and training in specific Products and/or in Agile Methodologies are preferred.