Brand Marketing Manager, RLS Activations, East, NA (NYC based)

Position Overview

Ralph Lauren 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. The Manager, Brand Activations (East) is responsible for driving qualified traffic to RLS throughout the region with a vast knowledge of the greater NY and Miami market but also a clear understanding of the East region in totality. Direct experience with brand engagement tactics that drive ROI via customer acquisition programs, elevated retail marketing activations, local B2B & charitable partnerships, market expansion store opening strategies, and regional PR strategies.

This individual is accountable for developing and executing these events and programs; to generate profit, drive traffic, meet both the region’s financial and marketing goals, and differentiate the brand within the landscape to deliver a best-in-class customer experience. The role serves as a key liaison between corporate marketing, store management & retail field teams, and external partners, ensuring that Ralph Lauren’s brand vision is seamlessly translated into localized, consumer-focused markets.

The ideal candidate is a strategic thinker, a meticulous planner, and a self-starter who thrives in a fast-paced, results-driven environment. Candidates must possess excellent organizational skills, teamwork, effective communication, strong relationship management, creativity, and adaptability.

This is a regional role with a focus on the East Coast, based out of our New York City locations. The position requires approximately 60% travel, with a strong emphasis on regular onsite support and marketing engagement within our Full Price Ralph Lauren Stores. A flexible schedule is essential to accommodate a variety of regional activations, in-store needs, making adaptability and hands-on involvement critical to success in this role.

Essential Duties & Responsibilities

Strategic Focus:

• With direction from Lead of Retail Marketing, RLS - NA, develop and execute a comprehensive regional marketing strategy that aligns with national and global brand initiatives as well as meets commercial needs.

• Must possess ability to deploy insights driven creativity to proactively come with 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 brand 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, including retail management teams, corporate marketing, and PR, to create best-in-class customer experiences that enhance brand affinity.

Planning & Coordination:

• Concept, develop, and execute in-store activations & community-driven moments at a regional level; owning the full lifecycle of planning.

• Manage all logistics, including vendor procurement + coordination, partnership agreements, sourcing event related materials, guest list, etc. to ensure seamless execution.

• Ensure meticulous management of project details, event timelines, vendor contracts, guest lists, and operational logistics; optimizing ROI and execution efficiency.

• Oversee onsite, day-of coordination, including event setup and breakdown for events in region.

• Post-event duties include preparing sales analysis recap, monitoring online and offline exposure, tracking customer sales evolution and preparing weekly reports.

• Manage budgets for events & specific plans, ensuring accurate billing and invoicing.

• Update global and regional marketing calendars for accuracy and alignment.

Market Insights & Performance Optimization

• Analyze & present regional market insights – including competitive, consumer, channel, and industry trends – to inform Ralph Lauren's strategy.

• Aggregate and leverage data insights to continuously refine marketing mix, customer engagement strategies, and event formats for maximum impact.

• Support business strategies by utilizing historical performance, current trend analysis, and cross-functional insights in partnership with corporate partners.

• Ensure that marketing efforts are grounded in a deep understanding of consumer behavior.

• Track key performance metrics related to events, partnerships, and marketing activations, providing regular reporting and actionable insights.

• In depth understanding of total region and individual store performance and key product focus.

Cross-Functional Collaboration & Relationship Building

• Serve as the primary retail marketing contact for the East Coast region, liaising with store management teams, internal cross-functional stakeholders, PR agencies, community organizations, and local partners.

• Build and foster relationships to amplify national campaigns with regional marketing efforts.

• Work closely with corporate teams to ensure alignment across brand, retail, and digital marketing strategies.

• Communicate consistently with marketing team stakeholders through regular updates and cross-functional meetings.

Experience, Skills & Knowledge

• Bachelor’s (B.A. or B.S.) from a four-year college or equivalent preferred.
• Computer proficiency (i.e. Word, Excel, PowerPoint, Outlook); ability or aptitude to learn technical applications quickly
• Luxury brand store and event experience a must.
• Events management and local PR experience a plus.
• Weekend hours and travel required.
• Highly organized and detail-oriented with the capacity to successfully manage multiple projects simultaneously.
• Ability to work well under pressure in a fast-paced environment.

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Ralph Lauren will consider for employment qualified applicants with arrest or conviction records in a manner consistent with the requirements of the law, including any applicable fair chance laws.