VP of People & Culture (Athletic Brand)
Leading the human resources strategy and cultural identity for global athletic and performance apparel brands.
Overview
This role involves a high-stakes balance between operational logistics and creative cultural development within a fast-moving consumer goods environment. The daily rhythm is characterized by high-level strategic meetings with the executive suite, interspersed with deep dives into talent acquisition data and organizational design. The work focuses on building systems that support thousands of employees, ranging from technical designers at headquarters to hourly associates in flagship retail stores.
Success in this career requires a deep understanding of the intersection between lifestyle branding and human performance. Leaders in this space thrive when they can translate the energy of the fitness world into measurable HR metrics and employee engagement initiatives. The work is constant and multifaceted, requiring a high degree of emotional intelligence and the ability to navigate complex global labor markets while staying true to a specific brand aesthetic and mission.
Responsibilities
- Define the global talent strategy to support rapid expansion in international markets.
- Lead the development of diversity, equity, and inclusion initiatives tailored to a global fitness community.
- Oversee the performance management systems for both corporate headquarters and retail divisions.
- Architect organizational structures that promote agility and innovation in product design and marketing.
- Manage the total rewards and benefits programs to ensure competitiveness within the athletic apparel sector.
- Cultivate a company culture that aligns with the brand’s mission of health, wellness, and performance.
- Advise the CEO and Board of Directors on succession planning and executive leadership development.
Qualifications
- Fifteen or more years of progressive experience in human resources or organizational development.
- Proven track record of leadership within a large-scale retail or consumer-facing brand.
- Strong expertise in global labor laws and international employment compliance.
- Experience managing a decentralized workforce across multiple time zones and regions.
- Mastery of human resources information systems and data-driven workforce analytics.
Nice to have
- Advanced degree in Human Resources, Business Administration, or Organizational Psychology.
- Experience working specifically within the athletic, fitness, or outdoor apparel industry.
- Professional certification such as SHRM-SCP or SPHR.
- Fluency in multiple languages to facilitate communication across global office hubs.
Work environment
- Work is typically performed in a modern, high-energy corporate headquarters with a focus on wellness.
- Frequent travel to regional offices and flagship retail stores is often required for culture building.
- Collaboration occurs through a mix of in-person executive sessions and digital communication platforms.
- The culture is typically fast-paced, mirroring the seasonal cycles of the fashion and fitness industry.
Benefits & growth
- Compensation often includes a base salary, high-percentage annual bonuses, and equity grants.
- Progression typically leads to Chief People Officer or Chief Operating Officer roles.
- Executives often receive generous allowances for brand products and fitness memberships.
- Professional development focuses on executive coaching and global leadership fellowships.
Frequently asked questions
What does a VP of People and Culture at an athletic brand do?
The VP of People and Culture leads the organizational strategy and internal culture for global fitness and apparel brands. They are responsible for aligning talent management with brand values, overseeing employee engagement initiatives, and driving the human resources roadmap to support international business growth.
What skills are needed for a VP of People and Culture at an athletic brand?
Key skills include strategic human resources leadership, cultural development, and organizational design within the retail or fitness industry. Proficiency in global talent acquisition, employee relations, and an understanding of the specific brand identity of athletic apparel companies is also essential for success.
What is the career path for a VP of People and Culture at an athletic brand?
The career path typically begins in human resources management or talent acquisition roles, progressing through HR Director or Head of People positions. Successful candidates often have extensive experience in the retail or athletic sectors before ascending to executive leadership roles such as Vice President or Chief People Officer.
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