Senior Director, Global Brand Communications
Vans, a VF Company
Laura Doherty serves as the senior director, Global Brand Communications for Vans. In this role, Laura is responsible for overseeing Vans’ global communications strategy, planning, tactics and process across public relations, paid media, social media and corporate communications. In addition to this, Laura provides guidance and alignment to regional brand communications teams across the AMERICAS, APAC and EMEA to ensure consistent and authentic brand messaging.
Since joining Vans in 2010, Laura has risen through the ranks of marketing and has reinforced her position as an influential leader on several of the brand’s biggest global initiatives including Vans’ 50th Anniversary, amplification of Vans Classic icons as fashion staples, and the framework of Vans global influencer and seeding programs. Over her tenure, Laura has identified new opportunities to ensure marketing agility through the formation of the Brand Communications function, which leverages the strengths of the paid, earned and owned media ecosystem for a holistic consumer communications approach. Laura has also been responsible for the creation and implementation of consumer journey mapping to the brand’s Go-To-Market process to strengthen how and where consumers are being informed, inspired and empowered through brand initiatives while also helping to identify new opportunities to authentically story tell.
While Laura originally joined Vans in 2007 to intern on the public relations team, Laura also held a position at a PR agency in Santa Monica where she was responsible for client account management, PR strategy, media outreach, and influencer engagement.
Laura holds a BA in Communications from California State University, Fullerton. In her off time, you can find Laura on road trip or at home cooking with her family.