Ralph Lauren
Brand Marketing Sr. Manager, RLS Activations, East, NA (NYC based)
Ralph Lauren, New York, New York, us, 10261
Overview
Ralph Lauren Corporation is seeking a dynamic and experienced Manager, Brand Activations (East) to manage the development and strategic execution of marketing initiatives across the East region with a focus on the Miami and NY market. This role drives qualified traffic to Ralph Lauren Stores (RLS) throughout the region, leveraging expertise in brand engagement tactics that drive ROI through customer acquisition programs, elevated retail marketing activations, local B2B & charitable partnerships, market expansion store opening strategies, and regional PR strategies. The individual will develop and execute events and programs to generate profit, drive traffic, meet the region’s financial and marketing goals, and differentiate the brand to deliver a best-in-class customer experience. This is a regional position focused on the East Coast, based out of New York City, requiring approximately 60% travel with strong on-site support and marketing engagement in Full Price Ralph Lauren Stores. A flexible schedule is essential to accommodate regional activations and in-store needs, with hands-on involvement critical to success.
Essential Duties & Responsibilities
Strategic Focus: With direction from Lead of Retail Marketing, RLS - NA, develop and execute a comprehensive regional marketing strategy aligned with national/global brand initiatives and commercial needs.
Apply insights-driven creativity to proactively develop innovative ideas.
Drive development of new customer acquisition and new HNWI strategies.
Develop and execute retail activations, client experiences, localized brand partnerships, community-driven moments, and PR opportunities to drive traffic, sales, and brand desirability & consideration.
Identify high-potential regional brand partnerships to amplify visibility and engage key consumer segments.
Support new store openings, tourism initiatives, and key seasonal moments to drive engagement and new customer acquisition.
Partner with internal stakeholders (retail management teams, corporate marketing, PR) to create best-in-class customer experiences that enhance brand affinity.
Planning & Coordination: Concept, develop, and execute in-store activations and community-driven moments at a regional level; own the full lifecycle of planning.
Manage logistics including vendor procurement/coordination, partnership agreements, sourcing event materials, guest lists, etc., ensuring seamless execution.
Ensure meticulous management of project details, event timelines, vendor contracts, guest lists, and operational logistics; optimize ROI and execution efficiency.
Oversee onsite day-of coordination, including event setup and breakdown for regional events.
Post-event duties include preparing sales analysis, monitoring exposure, tracking customer sales evolution, and preparing weekly reports.
Manage budgets for events and specific plans, ensuring accurate billing and invoicing.
Update global and regional marketing calendars for accuracy and alignment.
Market Insights & Performance Optimization: Analyze and present regional market insights (competitive, consumer, channel, industry trends) to inform Ralph Lauren’s strategy.
Aggregate data insights to refine marketing mix and customer engagement strategies for maximum impact.
Support business strategies using historical performance, current trend analysis, and cross-functional insights in partnership with corporate partners.
Track key performance metrics related to events, partnerships, and activations; provide regular reporting and actionable insights.
Maintain understanding of total regional and store-level performance and key product focus.
Cross-Functional Collaboration & Relationship Building: Serve as the primary retail marketing contact for the East Coast region; liaise with store management, internal stakeholders, PR agencies, community organizations, and local partners.
Build and foster relationships to amplify national campaigns with regional marketing efforts.
Collaborate with corporate teams to ensure alignment across brand, retail, and digital marketing strategies.
Communicate with marketing stakeholders through regular updates and cross-functional meetings.
Experience, Skills & Knowledge
Bachelor’s degree (B.A. or B.S.) from a four-year college or equivalent preferred.
Computer proficiency (Word, Excel, PowerPoint, Outlook); ability to learn technical applications quickly.
Luxury brand store and event experience is required.
Events management and local PR experience is a plus.
Weekend hours and travel required.
Highly organized and detail-oriented with the capacity to manage multiple projects simultaneously.
Ability to work well under pressure in a fast-paced environment.
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Essential Duties & Responsibilities
Strategic Focus: With direction from Lead of Retail Marketing, RLS - NA, develop and execute a comprehensive regional marketing strategy aligned with national/global brand initiatives and commercial needs.
Apply insights-driven creativity to proactively develop innovative ideas.
Drive development of new customer acquisition and new HNWI strategies.
Develop and execute retail activations, client experiences, localized brand partnerships, community-driven moments, and PR opportunities to drive traffic, sales, and brand desirability & consideration.
Identify high-potential regional brand partnerships to amplify visibility and engage key consumer segments.
Support new store openings, tourism initiatives, and key seasonal moments to drive engagement and new customer acquisition.
Partner with internal stakeholders (retail management teams, corporate marketing, PR) to create best-in-class customer experiences that enhance brand affinity.
Planning & Coordination: Concept, develop, and execute in-store activations and community-driven moments at a regional level; own the full lifecycle of planning.
Manage logistics including vendor procurement/coordination, partnership agreements, sourcing event materials, guest lists, etc., ensuring seamless execution.
Ensure meticulous management of project details, event timelines, vendor contracts, guest lists, and operational logistics; optimize ROI and execution efficiency.
Oversee onsite day-of coordination, including event setup and breakdown for regional events.
Post-event duties include preparing sales analysis, monitoring exposure, tracking customer sales evolution, and preparing weekly reports.
Manage budgets for events and specific plans, ensuring accurate billing and invoicing.
Update global and regional marketing calendars for accuracy and alignment.
Market Insights & Performance Optimization: Analyze and present regional market insights (competitive, consumer, channel, industry trends) to inform Ralph Lauren’s strategy.
Aggregate data insights to refine marketing mix and customer engagement strategies for maximum impact.
Support business strategies using historical performance, current trend analysis, and cross-functional insights in partnership with corporate partners.
Track key performance metrics related to events, partnerships, and activations; provide regular reporting and actionable insights.
Maintain understanding of total regional and store-level performance and key product focus.
Cross-Functional Collaboration & Relationship Building: Serve as the primary retail marketing contact for the East Coast region; liaise with store management, internal stakeholders, PR agencies, community organizations, and local partners.
Build and foster relationships to amplify national campaigns with regional marketing efforts.
Collaborate with corporate teams to ensure alignment across brand, retail, and digital marketing strategies.
Communicate with marketing stakeholders through regular updates and cross-functional meetings.
Experience, Skills & Knowledge
Bachelor’s degree (B.A. or B.S.) from a four-year college or equivalent preferred.
Computer proficiency (Word, Excel, PowerPoint, Outlook); ability to learn technical applications quickly.
Luxury brand store and event experience is required.
Events management and local PR experience is a plus.
Weekend hours and travel required.
Highly organized and detail-oriented with the capacity to manage multiple projects simultaneously.
Ability to work well under pressure in a fast-paced environment.
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