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I am a transformational and award-winning brand builder with expertise in delivering top-tier marketing solutions in a rapid growth $4B+ global organization. Leveraging deep product, content, and event marketing experience, I lead global and regional teams to build integrated marketing strategies, frameworks, and campaigns that maximize brand awareness, ROI, and revenue growth. 

My recent career highlights include:

• Scaled growth from $2B to $4B+ by authoring Van’s strategic global product marketing framework.

• Stood up the product marketing function, building all systems, processes, and methodologies from scratch. 

• Doubled revenue and achieved 90%+ regional adoption and implementation rates after developing a system for managing global campaign development. 

• Created the Vans Park Series, professional skateboarding's first and only park terrain world championship tour. Executed 80+ major professional and open competitions, on almost every continent, and 20+ major live streaming global webcast events.

Throughout my tenure at Vans, I was recognized as a systems thinker, proficient in developing business functions from scratch while overhauling existing processes to cut costs and save resources. In addition to playing an integral role in doubling the company revenue, I boosted Vans' mindshare to the #1 ranking and reclaimed the mission-critical #1 market share leadership position. I also produced multiple award-winning content including Vans’ first-ever feature-length global skateboard film, Propeller.                                                                                                                                    

As an empathic and engaging team leader, I most enjoy mentoring others and have developed multiple junior marketers into remarkable senior-level global marketers, placing a high priority on team building and career development. 

My areas of expertise include:
Digital & Direct-to-Consumer (DTC) Integrated Marketing | Marketing Strategy | Brand Management | Creative Direction | Content Creation & Messaging | Financial & Budget Management | Global Marketing Campaigns | Marketplace Segmentation | Business Partnerships | Consumer Target & Brand Positioning | Process Improvement | Go-to-Market Strategy (GTM) | Product Launch | Program Management | Project Management | Coaching, Training, & Mentoring | Cross-Functional Team Leadership

As head of global product marketing strategy, I oversaw a team of six global marketing leaders responsible for selecting, prioritizing, and aligning the business functions and regions around our most important global and seasonal product stories that drive $4.2B in global revenue.

Leveraging deep consumer insights and market awareness, we inspired audiences with relevant and compelling storytelling. I also led the development of integrated global marketing strategies, frameworks, and campaigns that empower local marketing teams, in regions around the world, to attract new consumers, convert buyers to loyalists, and reward our most faithful.

KEY CONTRIBUTIONS:

•  Stood up the product marketing function, building all processes, systems, and methodologies from scratch. 

•  Scaled growth from $2B to $4B+ by authoring Van’s strategic global product marketing framework. Defined the internal global marketing planning and development process for seasonal go-to-market integration with key stakeholder input.

•  Co-authored a global marketplace segmentation model and authored an aligned global consumer segmentation model to establish a consumer-centric approach, a model adopted by the rest of the organization to use as a foundation. 

•  Recognized as first in Vans to establish the consumer-centric organizational model, fully restructuring the business unit.

•  Doubled revenue and achieved 90%+ regional adoption and implementation rates after developing a system to track and manage global campaign development, reducing workload 40% and driving organization-wide efficiency. 

•  Co-authored and launched a special projects (energy-based) marketing strategy, introducing a DTC-led consumer journey and tiered marketing framework.

• Achieved 95%+ team retention, leading diverse junior marketers to earn promotions to senior-level global marketers. Created the processes and framework to manage a high-pressure workload with priority on career development. 

Head of Global Product Marketing Strategy

I was recruited to improve market share for Van’s skateboarding and drive an integrated marketing approach for this foundational core category. After earning multiple promotions, I ultimately served as the director to lead global integrated marketing that included athletes, events, content, and product marketing. I led a team of 4, with up to $5M direct budget oversight and $15M indirectly, to devise a best-in-class global action sports brand/product marketing platform. 

KEY CONTRIBUTIONS:

• Boosted Van’s mindshare to the #1 ranking (61.9%) with target consumer after falling behind competitors and reclaimed Vans’ mission-critical market share leadership position within 3 years.

• Achieved a +14% CAGR for the category during tenure, within a market segment reporting overall declines, by initiating and leading a worldwide category repositioning and a global architecture restructure of a product category line.

• Produced multiple award-winning and culture-driven content serving as executive producer of iTunes 2015 Top 10 “Most Downloaded Documentary” and Vans' first-ever feature-length global skateboard film, Propeller. 

• Led category to outpace company growth, by developing a unified strategic approach, channel mix, and creative platform across brand and product campaigns, earning a promotion to scale product marketing best practices across the organization.

• Authored Vans' Influencer Strategy (athletes and ambassadors) to define roles and develop key metrics to track/manage performance for informing intelligent team composition and management decisions.

• Built the global skate organization, partnering with heads of regional marketing to build global-to-regional corresponding accountability structures and develop consumer and category regional expertise.

Director | Senior Manager | Manager, Global Sports & Product Marketing, Skateboarding

While serving simultaneously in Vans’ global sports and product marketing roles (skateboarding), I spearheaded and introduced the Vans Park Series, professional skateboarding's first/only park terrain world championship tour. In addition to defining a new and exciting discipline, it also established global sport organization for men’s and women’s competitions and served as proof-of-concept to IOC and IF governing skateboarding’s 2020 Olympic Games introduction in Tokyo and 2024 Olympic Games acceptance in Paris. 

KEY CONTRIBUTIONS:

• Conceptualized and authored business plan and secured executive approval for a new and inclusive Path-to-Pro brand platform to grow skateboarding participation worldwide and further establish Vans’ cultural leadership position.

• Executed 80+ major professional and open competitions on every continent, except Antarctica, and 20+ major live streaming global webcast events in multiple language formats, leveraging deals in China, Brazil, EU, and America. 

•  Created the brand vision, mission, position, brand book, global sport and series organization, competition formats and criteria, and live event and shoulder content production/distribution including all rights negotiations (media/sponsorship). 

•  Recognized as the first major event series to establish prize purse parity across genders. Organized the first-ever women’s skateboarding competitions in Colombia and initiated the first-ever park terrain format competitions in both Asia and Africa.

Creator & Director, Vans Park Series, World Championship Professional Skateboarding Tour

I was promoted to own the creation, launch, and establishment of a pioneering youth culture streetwear brand, recalibrating a footwear-first mindset to unlock significant apparel growth. I also Authored a business plan for new apparel growth initiative for executive approval.

KEY CONTRIBUTIONS:

• Led all business functions in a company-wide new brand launch on a compressed 9-month speed-to-market timeline, from concept to consumer, in 72 countries against an 18–24-month industry standard for the development calendar.

• Secured $1M+ in incremental gross revenue the first season in market and within first fiscal calendar, achieving all key launch targets. 

• Led cross-functional teams to establish brand from zero to scale, achieving #2 Best-selling Men’s Apparel Brand position (TransWorld Business Magazine, SU 2012 Comprehensive Domestic US Retailer Survey) in under 4 years. 

• Established and drove brand awareness by collaborating with numerous relevant brands, athletes, artists, and influencers to drive marketing strategies and merchandising, leading all aspects of co-branded and licensed special projects.

Creator and Global Brand Manager, Altamont Apparel, Ltd.

I joined a struggling brand to initiate and guide global brand re-positioning initiatives and reverse underperformance.

KEY CONTRIBUTIONS:

• Tripled revenue over tenure, from $10M to $36M, by orchestrating and executing fundamental turnaround strategies. 

• Led brand to profitability through top-line growth and secured #2 market share position in key domestic boardsport and youth culture channel accounts (ActionWatch data). 

Global Brand Manager, Emerica Skateboard Footwear & Apparel

Justin Regan is a Head of Global Product Marketing Strategy at VANS. View their experience, skills and work history on Malakye — the professional network for…

Justin Regan

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