Rapha

Manager

• Build and deliver a rolling 12–18 month activation calendar aligned with global brand priorities and the regional cycling calendar.
• Collaborate closely with the USA Marketing Manager to ensure alignment with the broader US strategy, USA Cycling roadmap and campaign calendar.
• Identify and execute high-impact activation opportunities across owned, partner and wholesale events.
• Represent the Rapha brand to riders, partners, athletes and industry stakeholders at major events.
• Own the end-to-end delivery of all US brand activations, including USA Cycling event execution and satellite community hero moments.
• Manage production, suppliers, staffing, budget and on-site operations to ensure consistent, premium physical brand presentation.
• Own and maintain Rapha’s activation assets, including the activation vehicle, and oversee its deployment across the region.
• Deliver industry-leading physical experiences that inspire participation, engage RCC members, convert new customers and elevate athlete presence.
• Support day-to-day liaison for USA-based sponsored athletes (excluding USAC governance managed by the Marketing Manager), coordinating logistics, servicing and on-site support.
• Proactively identify and integrate athletes into activations and community initiatives to maximise cultural and commercial impact.
• Collaborate with the Global Content team and USA Marketing Manager to originate and capture compelling athlete-led content, both always-on and campaign-driven (e.g. race moments, partnership initiatives).
• Identify storytelling opportunities on the ground and ensure high-quality on-site capture for social, digital and campaign rollouts.
• Own the amplification of the activation programme through @rapha_n_america (or equivalent), delivering engaging regional content aligned with brand guidelines.
• Leverage athlete and partner relationships to maximise reach, engagement and audience growth.
• Drive physical brand presence in priority metros and growth markets, supporting RCC membership growth and increased market penetration.
• Ensure activations generate measurable new customer acquisition and meaningful rider engagement.

Brand Activation Manager