Manager, Sales Lifestyle (Smartwool & icebreaker EMEA)

Job title

Manager, Sales Lifestyle (Smartwool & icebreaker EMEA)

Job Number: R-

Sales & Marketing

Stabio, Switzerland

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

Smartwool & icebreaker are looking for an exceptional Sales Manager Lifestyle to join our Sales team based in Stabio, Switzerland. Inspired by our belief that nature offers solutions, we develop natural performance alternatives to synthetic apparel, fostering a healthier, more sustainable future. The Lifestyle Sales Manager leads and accelerates the wholesale business across lifestyle channels within EMEA, focusing on independent boutiques, premium department stores, and digital partners.

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
• 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

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.

• Ability to develop and execute a clear commercial strategy, turning market opportunities into concrete business results
• Understanding of the lifestyle marketplace, including premium fashion/lifestyle distribution, consumer trends and brand positioning dynamics
• Strong mindset to balance growth with distribution quality, ensuring alignment with brand standards and long‑term positioning
• Keen interest in fashion, lifestyle and consumer culture, with curiosity for trends, competitors and emerging players

• Bachelor's or Master’s degree in Business or a related field is a plus, but we are most interested in professional experience and a 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…