Senior Product Manager, Consumer Acquisition and Personalization

Job Title Senior Product Manager, Consumer Acquisition & Personalization About the Role We are seeking a product leader to drive growth by acquiring new consumers efficiently and delivering personalized, high‑impact experiences across digital touchpoints. This role sits at the intersection of growth marketing, product, data, and technology, owning the end‑to‑end strategy for scaling acquisition while increasing engagement, conversion, and lifetime value through personalization. The ideal candidate blends analytical rigor with customer empathy, understands experimentation and audience strategy, and can translate data into actionable experiences across channels. They are also well versed in utilizing AI to identify, acquire, engage, and retain consumers, while building experimentation and personalization capabilities that continuously optimize performance and customer relevance. Key Responsibilities Consumer Acquisition (Growth & Scale) Own the end‑to‑end acquisition capabilities as product features, not campaigns or one‑off optimizations. Optimize full‑funnel performance using predictive modeling, audience scoring, and AI-assisted optimization. Data obsessed using data to identify high-impact, revenue aligned use cases Partner with Product, Engineering, and Data Science to design, build, and scale durable AI systems to improve CAC, ROAS, activation and conversion rates. Manage agency and platform relationships as needed. Personalization Strategy and Execution Define and scale a personalization vision across web, mobile, lifecycle, and in‑product experiences. Leverage first‑party data, predictive signals, and segmentation to deliver individualized experiences in real time. Influence technical architecture to support real‑time signals, event‑driven decisions, and continuous learning loops. Evaluate and operationalize personalization and experimentation tools (CDPs, experimentation platforms, AI/ML solutions). AI, GenAI & Experimentation Deliver AI outputs to accelerate consumer acquisition and personalization at scale such as: Predictive intent, propensity, and value modeling GenAI‑assisted content, messaging, and experience generation Recommendation engines and next‑best‑experience systems Real‑time context‑aware personalization and decisioning Ensure experiences are consistent, ethical, privacy‑safe, and aligned with brand standards Use from AI performance and analytics to shape product strategy and prioritization. Embed experimentation directly into AI‑powered product flows to drive continuous improvement. Qualifications Required 5+ years of experience in consumer growth, acquisition, personalization, or digital product growth. Strong understanding of digital marketing channels, customer journeys, and growth funnels. Demonstrated experience applying AI or advanced analytics to marketing or product growth problems. Hands‑on experience with personalization, experimentation, or optimization platforms.

Deep comfort with data:

analytics, dashboards, and performance measurement. Proven ability to work cross‑functionally and influence without authority. Excellent communication and storytelling skills. Bache Preferred Experience with CDPs, experimentation platforms, AI personalization engines, or recommendation systems. Background in subscription, marketplace, or scaled consumer platforms. Familiarity with AI‑driven personalization or recommendation systems. Prior people leadership at scale. Success Looks Like Improved acquisition efficiency and scalable growth. Measurable lift from AI‑driven personalization and decisioning. Faster insight‑to‑action cycles through experimentation and automation. Strong cross‑functional alignment and executive confidence in acquisition and personalization strategy. A team and organization that increasingly relies on intelligent systems, not just intuition.

Hiring Range:

$151,200.00 USD - $189,000.00 USD annually

Incentive Potential:

This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process. Benefits at

VF Corporation:

You can review a general overview of each benefit program offered, including this year's medical plan rates on www.

MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process. Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws. At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual's race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you require accommodations during the application process, please contact us at peopleservices@vfc.com. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law. Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records. VF Corporation outfits consumers around the world with its diverse portfolio of iconic lifestyle brands, including Vans®, The North Face®, and Timberland®. Founded in 1899, VF is one of the world's largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies, product categories and distribution channels. VF is committed to delivering innovative products to consumers and creating long-term value for its customers and shareholders. VF Diversity Vision Statement VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world. VF is an equal employment opportunity employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor. VF is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration and equality of opportunity, and will do so by striving to identify, prevent and remove barriers to accessibility wherever possible as well as by meeting the accessibility requirements under the ADA, AODA, and other applicable state, local or provincial regulations. VF is committed to digital accessibility, and to conforming to the Web Content Accessibility Guidelines (WCAG) 2.1, Level AA and complying with the ADA and AODA Standards for Accessible Design, and other applicable regulations. If you need an accommodation or have any questions regarding this statement, please send your request to PeopleServices@vfc.com.