Manager, Sales Lifestyle (Smartwool & icebreaker EMEA)

Smartwool & icebreaker are looking for an exceptional Sales Manager Lifestyle to join our Sales team based in Stabio, Switzerland.

Driven by the belief that nature has the answers, we provide natural performance alternatives to synthetic-based apparel, to create a healthier and more sustainable future for our species and the planet. We're passionate about connecting people to natural alternatives.

We continue to launch campaigns and activities to enable people to better understand how their clothes are made, what they are made of and how moving to natural alternatives can make a positive impact. The constant pursuit of better is what drives our progress. We're not perfect, but we're looking for solutions that make a positive difference.

Let’s Talk about the Role

The Lifestyle Sales Manager is responsible for leading and accelerating the wholesale business across lifestyle channels within EMEA, with a strong focus on independent boutiques, premium department stores and digital partners.

The role drives the expansion and elevation of lifestyle distribution with a focus on icebreaker, translating brand and regional strategies into clear commercial execution, while ensuring consistency, quality and profitability across all accounts.

Acting as the main connection between the market and the brand, the Lifestyle Sales Manager identifies growth opportunities, builds strong partnerships and ensures that sales, marketing, product and operational plans are fully aligned and effectively executed.

This role has direct accountability for business performance, distribution development and long‑term brand positioning within the lifestyle environment.

How You Will Make a Difference

You will achieve this by:

Commercial Strategy & Business Growth

• Define and execute the lifestyle commercial strategy across EMEA in line with brand priorities
• Drive distribution expansion in lifestyle channels (department stores, premium independents, digital platforms)
• Identify and prioritize new business opportunities, focusing on brand relevant and high-potential partners
• Ensure a strong balance between growth, profitability and distribution quality

Sales Performance & Execution

• Own seasonal and annual sales targets for the lifestyle channel and deliver against revenue and margin objectives
• Lead the full sales cycle: sell-in, in-season management and sell-through follow-up
• Build and manage accurate forecasts, budgets and financial plans in collaboration with Finance and Planning

Account Management & Partnerships

• Build and maintain strong relationships with key lifestyle accounts at senior level
• Lead negotiations, contracts and commercial agreements in line with brand standards
• Drive joint business plans with strategic partners to unlock growth and visibility
• Ensure best-in-class execution at point of sale, both physical and digital

Go-To-Market & Cross-Functional Leadership

• Ensure effective execution of Go-To-Market strategies across lifestyle channels
• Collaborate closely with Marketing and Merchandising to elevate brand positioning
• Support assortments and activations tailored to lifestyle consumers

Market Insight & Brand Voice

• Act as the voice of the market, providing insights on consumers, trends and competitors
• Track lifestyle market dynamics and emerging players to continuously refine strategy

Skills for Success

• You should be a commercially driven and brand-sensitive sales leader, able to grow the business while elevating distribution and building strong, long-term partnerships within the lifestyle ecosystem.
  • The ability to develop and execute a clear commercial strategy, turning market opportunities into concrete business results
  • An understanding of the lifestyle marketplace, including premium fashion/lifestyle distribution, consumer trends and brand positioning dynamics
  • A strong mindset to balance growth with distribution quality, ensuring alignment with brand standards and long-term positioning
  • A keen interest in fashion, lifestyle and consumer culture, with curiosity for trends, competitors and emerging players
• A University Bachelor or Master’s degree in Business or a related field is a plus, but we are most interested in your professional experience and proven track record in wholesale sales.

• +5 years of Experience in fashion/lifestyle for luxury/premium brands
• Proven track record in managing key accounts and driving business growth
• Strong exposure to EMEA markets and cross-cultural environments

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 vfc.com

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
• Break out areas offering complimentary hot drinks

Free to Be, Inclusion & Diversity

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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