On - Senior Lead, Global VIP Strategy - London

Team for Career Site

Marketing

In short

We’re looking for a strategically minded, culturally connected Senior Lead, VIP Strategy to drive how On’s products show up in the world through influential people. Joining at a foundational moment for this function, you’ll define and lead On’s global VIP strategy with a focus on strategic seeding — ensuring our apparel, footwear and key products are seen on the right figures across lifestyle, sport and culture. You’ll build the roadmap, relationships and frameworks that make On visible in the moments that matter, working closely with Brand PR, Social Media and Brand Media to turn placements into meaningful, culturally resonant brand moments.

Your mission

– Define and lead On’s global VIP strategy — building a clear roadmap and network of celebrities, stylists and tastemakers who can authentically represent the brand and drive earned visibility across apparel, footwear and key collaborations
– Shape a bold, forward-looking vision for how On leverages strategic seeding to drive cultural credibility and brand desire, ensuring our products are consistently seen on the right people, in the right moments
– Build and nurture relationships with celebrities, stylists, talent teams and cultural connectors, identifying and driving earned placement opportunities that bring seeding strategy to life
– Integrate product seeding strategically into relevant campaigns, product launches and cultural moments, maximizing earned visibility and cultural impact
– Integrate content from seeding into the brand’s creator content engine, across earned, owned and paid
– Manage a global VIP agency, providing clear strategic direction, feedback and collaboration to deliver world-class seeding execution and support on global strategy development
– Partner closely with the Senior Lead Brand PR, to ensure VIP seeding activity aligns with the Global PR Roadmap and upcoming seasonal priorities
– Oversee the global VIP seeding framework — from planning, KPIs setting and prioritization to executional excellence and results tracking

Your story

– 8+ years of experience in VIP strategy, talent or celebrity relations, ideally within global consumer brands or leading agencies across fashion, sport or culture
– Proven expertise in strategic seeding — building and executing programs that get products on the right people and turn visibility into cultural impact
– ​​PR or communications experience is a strong plus, with a clear understanding of how strategic placements and earned media work together to build brand relevance
– Deep understanding of the entertainment, fashion and cultural ecosystems, with sharp intuition for who and what drives influence globally
– Strong network and relationships within celebrity styling, talent management and cultural circles, with credibility among industry gatekeepers
– Strategic and creative thinker with a commercial mindset — able to connect influence, visibility and brand heat to business impact
– Experienced in managing global agencies and internal cross-functional collaboration
– Highly organized, proactive and comfortable balancing long-term vision with agile execution
– Passionate about how movement, sport and style intersect to shape culture
– Fluent in English

Meet the team

Global Brand Communications is dedicated to shaping how On is seen, known and celebrated as a brand out in the world. The team is made up of multiple, highly collaborative disciplines – Social media, Influencer Marketing, Entertainment marketing, Film & Documentary, Employer branding and Brand PR. We’re experts in our fields, but we’re all here to create stories and relationships that inspire feeling, energy and trust in the communities we serve, ultimately living out On’s mission to Ignite the Human Spirit Through Movement.