Feature Stories


Q&A with Jenni Broyles, Vice President/General Manager, Modern Lifestyle, Wrangler

Tags: Life at VF

Q&A with Jenni Broyles, Vice President/General Manager, Modern Lifestyle, Wrangler

January 12, 2018

Jenni Broyles started her VF career with the Wrangler® brand in 2005. Since then, she has worked in different elements of the business ranging from brand marketing to merchandising, across Wrangler’s Western and Traditional consumer segments. 

Hometown: Johnson City, Tennessee 
Education: BA, University of Tennessee (UT) athletics
(Jenni earned her bachelor’s degree and MBA from UT),
weekly dance classes and performing in her community’s
performance of Nutcracker each year
Fun Fact: Married to her high school sweetheart,
Joe, who also works at Wrangler

Folowing a reorganization at Wrangler earlier this year, Jenni was asked to lead the brand into uncharted territory, as Vice President/General Manager, Modern Lifestyle. In this newly established role and managing a new team, Jenni is helping the brand reach the modern consumer segment, or one that is younger and more fashion-forward, across female and male categories in the U.S. 

What excites you about coming to work every day?
As a 70-year-old brand, we’ve got a great heritage, and our Wrangler team leverages this, while also understanding the beauty in taking risks to reach the Modern consumer. We are making bold steps, and I’m excited to lead that charge.

What prepared you for your current role?
Prior to Wrangler, my experience included work with Sony Music and R.J. Reynolds Tobacco Co., giving me a foundational understanding of Western lifestyle and the Wrangler consumer. 

I was able to experience the different passion points of our target consumer before I even got to Wrangler, and I think that served me well. I love creating projects that resonate and represent our consumers’ passions.

What is your proudest achievement at VF?
Recently, I joined VF’s Executive Inclusion & Diversity Council, a group of VF leaders responsible for driving inclusion and diversity initiatives throughout the organization. 

I’m also really proud to be on the Senior Leadership Team at Wrangler and to be doing what I love. I want to make a difference and expand opportunities for women throughout VF.

What is your best career advice?
First and foremost, you have to stay true to yourself. It’s important to figure out what you want to do and take the lead on that.

Second, there will never be a more important moment in your career than the moment you’re in right now. Someone once told me, “Don’t worry about the next role. That will come when you’re excelling in your current role.” You have to know where you want to go, but don’t worry about the smaller steps in between.

And of course, be positive, even during adversity and changes. Don’t hang your head; positive things happen to positive people.