Vans | Global Retail Marketing Playbook (2024)

In a new role overseeing Global Retail Marketing, I developed Vans’ first-ever Global Retail Marketing Playbook, partnering with our retail design team, regional teams and leadership to set a new foundation for how the brand shows up at retail. The playbook establishes a unified global strategy and introduces elevated standards for zoning, product placement, visual merchandising, and creative execution. It ensures a consistent, premium consumer journey across all store tiers while allowing for nuanced regional adaptations.