Manager, Kipling Performance Marketing

Section: Headquarters

We are seeking a Manager, Kipling Performance Marketing, to drive paid digital marketing initiatives for the iconic Kipling brand in EMEA. This role is pivotal in accelerating Kipling’s digital growth and ensuring that Kipling.com achieves its e-commerce objectives.

To thrive in this role, you should possess extensive performance and digital marketing expertise, strong business acumen, excellent analytical skills, and a collaborative mindset to work effectively across functions.

What You Will Do:

• Develop, execute, and optimize full-funnel marketing strategies across paid digital channels – Including Paid Search, Shopping, and Paid Social Media – to achieve business and brand objectives.
• Define, measure, and evaluate paid media KPIs, presenting actionable insights to internal and external stakeholders.
• Manage agency relationships and coordinate activities across platforms such as Meta, Google Ads, YouTube, TikTok, and other digital media channels.
• Collaborate with Brand, Digital Marketing, and VF Central teams to analyze audience segmentation and behavior, leveraging consumer insights to shape performance marketing strategies.
• Adopt a test-and-learn approach to continuously optimize campaigns. Conduct A/B testing on creatives, paid content, landing pages, and audience targeting to improve performance metrics.
• Support CRM and digital media integration initiatives to help grow the first-party database. Leverage first-party database to optimize paid campaigns’ efficiency.
• Partner with the content team to develop high-impact paid content tailored for digital channels, using insights from performance analysis and testing.
• Plan, manage, and track the digital media budget in collaboration with the Digital Marketing team, media agency, and Finance team.
• Build and maintain automated dashboards and reports to track media investment performance.
• Stay updated on industry best practices and emerging digital technologies, sharing relevant insights as the team’s digital expert.

Key Responsibilities

Commercial:

• Drive commercial outcomes for Kipling.com’s digital marketing channels (e.g., Paid Search, Shopping, Paid Social Media) while ensuring alignment with financial targets.

Strategy:

• Collaborate with the Senior Manager, Digital Marketing & CRM, Kipling Brand Team, .com Trade Team, and external agencies to develop a digital marketing plan that aligns with Kipling.com’s financial objectives and long-term growth strategy.

Brand:

• Ensure digital marketing initiatives align with Kipling’s brand identity. Drive a full-funnel digital marketing strategy that balances brand-building and conversion-driving efforts.

Qualifications:

• Strong commercial acumen, with excellent analytical and budget management skills.
• Proficient in digital marketing metrics such as CVR, CPC, and ROAS, with a solid understanding of performance drivers.
• Exceptional stakeholder management, communication, and presentation skills.
• Full fluency in English is required; an additional European language is considered a plus.
• Data-driven mindset paired with comprehensive knowledge of digital marketing planning, execution, and growth strategies.
• Proficient in using analytical tools and platforms, including Google Analytics, Google Ads, Meta Business Manager, and Google Search Console.
• Good understanding of AI usage in digital marketing.
• Proactive, well-organized, and capable of prioritizing tasks while managing stakeholder expectations.
• Proven ability to manage and delegate tasks to agencies, maximizing their contributions.
• Proven ability to collaborate effectively and achieve desired business outcomes.
• Independent and confident, with a consumer-focused and results-driven approach.
• Skilled in Microsoft Office (Word, Excel, PowerPoint).
• Minimum of 5 years’ experience in Digital and Performance Marketing.

What’s in it For You

We’re in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That’s why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we’re the total package.

• A supportive feedback-based culture where respect and integrity guide us in what we do
• An inclusive international environment where people of diverse backgrounds, lifestyles and nationalities love working together
• Be part of an iconic lifestyle brand in a multi brand, multi countries organization
• On site gym offering health and well-being initiatives
• A discount card with 50% on all VF brands

Relocation support may be available to applicants who lives more than 100 km from Antwerp, Belgium.

About VF

VF is a global apparel company connecting people to the lifestyles they cherish through our family of iconic brands. At the heart of our journey lies our purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. It’s the reason we come to work every day. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at http://vfc.com

Free to Be, Inclusion & Inclusion & Belonging

As an equal opportunity employer, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

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