Feature Stories


Q&A with Karina Krulig, VP, Strategy & Integrated Planning

Tags: Strategy & Innovation Life at VF

Q&A with Karina Krulig, VP, Strategy & Integrated Planning

December 20, 2017

It’s not unusual for people to resist change. Perhaps that’s why Karina Krulig, Vice President, Strategy & Integrated Planning, stands out in the crowd. Managing change is central to her role at VF, and she embraces the opportunities it presents.

VF career: Joined VF’s Corporate Strategy team in 2012 and was
promoted to Vice President, Strategy & Integrated Planning in
June 2017
Education: BA, Economics, Tufts University; MBA, MIT Sloan
School of Management
Favorite VF product: Vans® slip-on shoe in rose gold or silver
One word she would use to describe herself: Expressive

Krulig, a Venezuela native who moved to the United States for college, joined the company six years ago and works closely with leaders and teams from across VF who are planning and driving the execution of the company’s new 2021 Global Business Strategy

In her role, Krulig gets to “zoom out” to think about new opportunities for the future, and “zoom in” to coordinate progress against the strategy. It’s a challenge she thrives on every day, knowing how much the industry is changing.

What do you like about working at VF?

I’ve always found retail, apparel and footwear fascinating. But especially now, it is an exciting time to be in this industry—and at VF—because there is so much change taking place externally and in the marketplace. In the retail environment, every space is a retail space, and every moment is a retail moment.

What’s an example of a project you have worked on?

In 2014, I worked on an initiative that laid the foundation for the VF's new Global Business Strategy. We took a futurist look at how the world was changing and how those changes could impact VF’s direct-to-consumer strategy. The work was global and involved several brands and functions. The project was a turning point for VF and my career. 

What is the best career advice you have received?

The harder you work, the luckier you get.

What is your mantra?

Commit to being a little terrified each day. That means to get out of your comfort zone and take risks. Be bold and courageous, and be curious and challenge yourself.