Brand Activation Manager
Rapha
full-time
Posted on:
Location Type: Remote
Location: California • New York • United States
Visit company websiteExplore more
About the role
- 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.
Requirements
- Live event production and experiential delivery
- Strategic activation planning, budgeting & supplier management
- Athlete relationship management and on-site coordination
- Content creation and regional social amplification
- Strong understanding of cycling culture and athlete ecosystems
- Ability to confidently represent the brand in public-facing environments
- High level of organisation, resilience and adaptability
Benefits
- Generous PTO allowance
- United Healthcare Package for Medical, Dental & Vision (80% Rapha, 20% Individual) based on a minimum requirement of 30 hours per week
- 401K Program
- 2 additional days paid time off to participate in a sportive or similar related cycling event
- A flexible riding benefit to allow you to go out riding on a Wednesday morning with colleagues or learn to cycle through our Getting Started Scheme
- An annual clothing allowance of $1,200 for testing and promotional purpose
- A company bonus scheme
- Wellbeing support with MyndUp
- Bike racing expenses up to $35 per race entry
- A 50% staff discount and a discount for family and friends
- Industry discounts on brands such as Patagonia, Osprey, Finisterre, Wahoo
- Free membership to the Rapha Cycling Club
- Enhanced Parental Leave and Pay
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills & Tools
event productionexperiential deliveryactivation planningbudgetingsupplier managementcontent creationsocial amplification
Soft Skills
relationship managementon-site coordinationpublic representationorganisationresilienceadaptability